The development of Quincy’s newest luxury residential building, Meriel Marina Bay, not only added 352 apartments and 20,000 square feet of new ground floor retail space to the area, but also nearly doubled the size of the existing Marina Bay boardwalk to further enhance this vibrant neighborhood.
To formally unveil this substantial boardwalk expansion, Nickerson recommended to Hines that they host an event to welcome the community and celebrate the completion of the final piece of this waterfront walkway. Within a six-week timeframe, Nickerson leveraged a highly integrated strategy to design a multi-faceted community event utilizing a combination of PR, social media, graphic design and marketing tactics.
Hines, Callahan Construction Managers and Quincy Mayor Thomas P. Koch kicked-off the opening of the public boardwalk on Saturday, August 12, 2017 with a ribbon-cutting, followed by a free boardwalk festival adjacent to Meriel Marina Bay offering entertainment for all ages.
The celebratory event, known as MMB By The Sea: Boardwalk Expansion Celebration attracted nearly 500 visitors to the Marina Bay Boardwalk and generated over 23.5 million media impressions. Traffic to the property website increased by 18.4% during the days following the event, with sessions increasing by 13.9% and pageviews by 17.5%. On social media, the event generated an increase in engagement of 157.4%, and increased impressions by 158.7%, earning a total of 74,294 impressions as a result of the activation.
- Event Management
- Public Relations
- Social & Digital Marketing
- Graphic & Web Design
In particular, Nickerson was tasked to:
- Drive new, qualified leasing traffic to Meriel Marina Bay
- Increase awareness about Meriel Marina Bay’s boardwalk expansion & unique neighborhood offerings
- Create a sense of community and local engagement
The residences at Meriel Marina Bay offer something magical: a modern urban lifestyle with the serenity and comfort of a seaside resort. On this picturesque peninsula just a few miles south of Boston, stylish new apartment homes are rising: an eclectic mix of thoughtfully designed studios, one bedroom, two bedroom, and three bedroom units. With the city within view and a lively marina and picturesque boardwalk at your doorstep, Meriel Marina Bay will serve up a magical combination. On this singular peninsula, a stylish new retreat is rising, your own personal haven from the hectic demands of the week.
Nickerson designed an event with multiple components that would keep the public engaged and appeal to a wide variety of audiences, working with the city of Quincy for required licensing and partnering with the Mayor for the ribbon-cutting. Nickerson strategically planned events inside the building to drive traffic to the property, along with activities on the new boardwalk addition for public enjoyment. For maximum visibility and attendance, Nickerson utilized comprehensive promotions through PR, social media, website creation, guerilla marketing and radio advertising.
The event featured nearly 20 local artisans/crafters; music and giveaways from KISS 108; an appearance by the Patriots Cheerleaders and Pat Patriot; live entertainment by The Waves; food trucks including Boston Burger Company, Del’s Lemonade, Clyde’s Cupcakes and a beer garden by Ipswich Ale Brewery. All elements, including event branding and participants, were sourced and managed by Nickerson.
Pre-event festivities included an intimate VIP lunch with local Quincy politicians, city officials and project team members. Also, an exclusive fashion show was hosted by Boston-based designer Denise Hajjar during the afternoon inside the lobby of Meriel Marina Bay to attract audiences into the property.
To provide a thank you to the community with the opening of the boardwalk addition, a portion of proceeds from the event were donated to Quincy public schools.
Nickerson’s public relations team was tasked with driving awareness of the completed expansion and event to help promote attendance and encourage vendor/sponsor participation. Through targeted messaging that highlighted the various components of the event and confirmed participants, including the Mayor, Nickerson secured calendar placements and weekend event highlights throughout the region.
The team also positioned a post-event announcement with images of the Mayor’s ribbon-cutting and boardwalk celebration to targeted local, regional, business and real estate press to promote this notable milestone and highlight the project team’s positive collaboration with the community.
A selection of secured coverage includes:
Social & Digital Marketing
Nickerson launched an engaging social media campaign to generate attendance and drive excitement for the completion of the boardwalk expansion centered around the hashtag #MMBbytheSea. The team created a Facebook event page, coupled with posts from Meriel Marina Bay’s social media channels, to highlight noteworthy event participants and drive consistent online conversations about the day’s activities – all supported by strategic social media advertising to expand the reach.
Live posts throughout the day’s festivities, including live streams of the ribbon-cutting, fashion show and band, helped ensure audience engagement was just as strong online as in person. Additionally, consistent posts following the event recapping the various aspects of the day helped continue the positive online engagement even after the event was complete.
Graphic & Web Design
The graphic design team created a memorable brand identity for the event that seamlessly incorporated Meriel Marina Bay’s brand standards, while also establishing a unique visual for the event itself. This logo was then leveraged across all branding channels that Nickerson created to support event promotion including an event website, digital invites, digital and print flyers, e-blast and more. This branding was further incorporated during the event through branded staff T-shirts, site signage and a customized photo stand-in that let visitors engage with the brand through a fun and memorable photo opportunity.