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All Eyes on Nashville Antiques and Gardens (Events)

The 2014 Antiques and Garden Show Achieves Extraordinary Media Coverage

Situation

The Antiques and Garden Show of Nashville has been showcasing extravagant gardens, extraordinary antique and horticultural dealers and well-established lecturers for the past 23 years. This year’s show, which took place between February 7th-9th, was held in downtown Nashville at the newly opened, 16-acre site: the Music City Center. The stars of the show included the very popular Lady Carnarvon, the real mistress of Downton Abbey, famed interior and garden designers and chefs, as well as five local garden designers.

Being its first year at such a large Nashville landmark with a world-renowned speaker, the 2014 Antiques and Garden Show wanted to expand its event, making it bigger and better than ever. In October 2013, the Antiques and Garden Show committee hired the Bradford Group to devise and execute a plan to drive awareness, maximize media coverage and create social media buzz around the three-day show.

 

Actions

The Bradford Group positioned the Antiques and Garden Show as the ultimate destination for new and ardent antique collectors, avid gardeners, those seeking design inspiration and anyone who enjoys a breath of spring in the midst of winter.

The team marketed the show throughout the Southeast to ensure a strong attendance, especially in the committee’s target demographic of younger women and men ages 25-40.

A list of the media and marketing milestones the Bradford Group helped the show produce include:

  • 30 media outlets, representing TV, print, web and radio, were given press credentials
  • Eight press releases were written and distributed between October and February
  • Press kits mailed to 200 national, local and broadcast media
  • Media sponsorships and advertisements with LAMAR, Bridgestone Arena, The Tennessean, Nashville Lifestyles, Nfocus, Nashville Arts and WNPT
  • Nine group promotions with Cheekwood, Taigan, O’More College of Design, ADAC, ASID Tennessee Chapter, ASID Ohio South/Kentucky Chapter, Wannado, Gulch residents and garden clubs
  • A “design inspiration” social media contest with 11 entries

 

Results

The 2014 Antiques and Garden Show of Nashville proved to be overwhelmingly successful and a staple Nashville event with positive buzz nationwide.

  • 72 stories (57 online and 15 print) published about the event, reaching more than five million readers. Highlights include the cover of Nfocus Magazine and placements in The Tennessean, Nashville Lifestyles, Nashville Arts and AAA Living.
  • Eight television segments broadcasted.
  • Facebook, Twitter and Instagram fan bases increased by 57.2%, 44.4% and 147%, respectively.
  • Record tickets sold (in 33 states). The keynote lecture received the highest attendance in the show’s 24-year history.

 

Photo Credit: Peyton Hoge

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