A Summer at the Street Of Dreams
The NW Natural Street of Dreams 2012 Homes were both a success for the Home Builders Association of Metropolitan Portland (HBA) and also for Rosenberg Marketing. We got a ton of great coverage for them — including 58 broadcast stories (all four TV affiliates ABC, CBS, FOX and NBC and the top news radio stations) with a total run time of over an hour and more than $180,000 in Calculated Publicity Value — and also had a lot of fun along the way!
The Street of Dreams ran July 28 – August 26, 2012 at the Vineyard in West Linn. There were seven beautiful homes all in one location, which was great after previous years of bounding through neighborhoods searching for the homes. The builders this year were BC Custom Homes Corp, Bernard Custom Construction, Delahunt Homes, Hutchinson Home Builders, JT Smith Companies, Pahlisch Homes and Stone Bridge Homes NW.
Our work out in West Linn started when we checked out the sight during the first weeks of building and planning. Soon after we were discussing events and activities to help make this year’s event really great. One of our first steps was to put together a press packet to hand out with all the information any reporter could ever need on the homes. Shortly after, the reporters and news crews started coming.
One morning we woke up and got to the West Linn site by 5:00am to meet Good Day Oregon’s “On the Go With Joe” from KPTV – FOX 12. It was a fun morning that involved Joe getting a pedicure from another client of ours, the Avalon Hotel and Spa in the master bathroom of one home. A spectacular kitchen presentation where a local chef taught us how to use the appliances in the home was another highlight of the day.
The job of a Public Relations professional includes a lot of work one might not expect, but we wanted to be involved in everything. We did a lot of walk throughs with journalists to show them the key features of each home to write about in their articles, which was great because by the time the show started we knew just about every nook and cranny of each home. Call us the perfect tour guides. There was a Kink Street Party with live music to benefit the Amy Roloff Charity Foundation, a ribbon ceremony and an unveiling for artwork inspired by the Vatican we also put on. We went to a lot of the magazine shoots, commercial teasers, and developed a sense for each builder, and person we wanted to represent.
All together it was an amazing experience, the people we worked with were great, and we were able to get a lot of coverage for a wonderful event.
Here is one of the TV Segments from KGW’s Your Money Feature with Joe Smith