Turning Holiday Buzz Into Measurable Impact
Challenge
Cherry Creek North, one of the nation’s premier retail and lifestyle destinations, sought to ensure its hallmark holiday programming delivered impact beyond media buzz. With its signature Winter Wanderland campaign, the district aimed to increase foot traffic, elevate brand visibility, drive online engagement, and generate measurable ROI from its seasonal investment.
Solution
Fitzgerald Petersen Communications developed and executed a multi-touchpoint campaign that blended traditional earned media, influencer programming, and experiential activations. We coordinated a media and influencer VIP night, secured in-studio and on-site TV segments, online clips and activated paid influencer partnerships with curated creators to generate authentic, high-performing content. In addition, we executed a social group activation designed to drive coordinated coverage and inspire user-generated content across platforms. Every element of the campaign was strategically tailored to align with Cherry Creek North’s brand and connect meaningfully with local and regional audiences.
Results
By working hand-in-hand with the client, we ensured every tactic was supported by outcome-focused reporting. Influencer content directly drove giveaway sign-ups and engagement, while top-performing posts aligned with a measurable spike in guest visits to the holiday market. Year-over-year data reflected growth in foot traffic during the campaign period, and placements ran across top local outlets including 9News/NBC, Denver7/ABC, KDVR/FOX31, Westword, 303 Magazine and the Denver Gazette.
Our earned media strategy not only extended reach but also enhanced sentiment—positioning Cherry Creek North as a festive, family-friendly and can’t-miss holiday destination. Paid influencer content supported engagement and conversions, while the social group activation boosted visibility, drove real-world traffic and sparked organic UGC. By tracking influencer funnel metrics, visitor growth from the previous year and share of voice and tone across placements, we delivered a clear, data-driven picture of success—proving ROI and informing future strategy.