LGA developed a three-tiered approach for the launch of client Lincoln Harris’ newest development, Legacy Union. The first and second tiers, branding and public relations, provided the foundational building blocks and spread the information to the people of Charlotte.
For the third tier, LGA created a campaign that would draw upon the location’s past while also driving awareness and buzz to the people living and working in Uptown Charlotte and Historic South End. As Legacy Union sits on the former site of The Charlotte Observer, LGA drew inspiration from the location’s historical significance to the city of Charlotte.
The campaign consisted of creating a custom newspaper, The Special Edition, announcing Legacy Union, complete with stories, renderings and ads for the development. To get those papers circulated into the hands of commuters walking by Legacy Union and other Uptown locations, 20 actors dressed as Newsies to announce the new name and help draw more attention for the development. The Newsies also delivered the newspapers to selected brokerage firms around the city, helping target the influencers that will bring office and retail tenants to Legacy Union.
The campaign was done in cooperation with Hirschfeld Marketing Solutions, which helped source the actors, coordinated wardrobe and walking routes, handled training and managed the “event day” logistics. LGA Senior Vice President / Creative Director Todd Aldridge provided his personally restored 1950 Chevy truck as an “authentic” vehicle to drive around Uptown delivering papers to the Newsies.
The Newsies even drew the attention of Charlotte ABC affiliate WSOC, which reported on the Newsies, the development and asked people on the street what types of amenities they’d like to see Legacy Union attract.
The campaign was capped off by a video shot and edited by LGA’s in-house production department recapping the Newsie activation, which was shared online and via social media.
From the street corners of Uptown Charlotte to the light rail and the brokerage firms, this experiential event attracted quite a bit of attention and helped Lincoln Harris garner the buzz needed to effectively launch its newest high-profile development.