Located in the heart of historic Downtown New Orleans, South Market is a neighborhood that blends the city’s top retailers, restaurants and entertainment with luxury residence and hospitality venues.
Overview & Objectives
As a new addition to the New Orleans landscape, South Market spans five blocks and connects the Central Business, historic Warehouse/Arts, and Sports/Entertainment districts. Developers of South Market, Domain Companies, wanted to deepen its ties to the greater downtown area and drive patrons to the area, supporting retailers in the district. Bond Moroch was hired to develop and execute an integrated marketing campaign to assist with business goals. Through integrated community events, media relations, social media and unifying retailers and neighbors, Bond was able to help drive awareness and patrons to the area.
Bond kicked of our campaign with a series of signature events, including the first “South Market Snow,” a holiday event done in partnership with New Orleans’ Downtown Development District, with the goal of creating excitement in South Market and drawing in crowds to the area for holiday shopping. Bond Moroch coordinated thirty retailers to donate over 110 prizes to distribute to event-goers, as well as creating a festive feel with falling snow and live music for guests to enjoy.
Starting in March 2019, Bond Moroch concepted and coordinated “South Market Live!,” a free monthly live music event held in partnership with the neighboring Arts District’s First Saturday Gallery Openings, to position South Market as a routine destination for the surrounding area. Together, South Market events brought in over 250 participating guests to the area. Additional partnerships created to help drive people to the area were New Orleans Entrepreneur Week and Arts District New Orleans. For select events, Bond support with social media efforts.
South Market wanted to expand its media impact to local social media influencers in order to increase its reach with a younger demographic. To achieve the area’s social media goals, we coordinated two influencers activations featuring participating restaurants and retailers, dramatically increasing local engagement with South Market social channels.
Results & Impact
Our marketing campaign was a success, driving people down to the area during events, which resulted in increase in sales for certain retailers. Our creative media pitching garnered significant coverage with local and regional press coverage with Biz New Orleans, WGNO-TV, GONOLA, Where New Orleans, New Orleans Living, WLMG-FM and others.
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