BEN CARTER ENTERPRISES

Kicking Off the Holidays With Broughton’s Grand Opening
Public Relations and Marketing

Enriched in history and tradition, popular Broughton Street in Savannah, Georgia was once the
communal gathering spot during the holiday season. Known as Savannah’s original retail Main
Street, Phase 3 was entrusted with the task to restore holiday cheer on Broughton.

Phase 3 created an eye-catching design that highlighted the street and extensive historic
preservation of its architecture and heritage. By taking advantage of the city’s lack of an official
Christmas tree, Phase 3 positioned Broughton Street’s tree as the official tree of the city. A
custom-designed website included event schedules and highlights, a scrolling panoramic view
of the street to highlighted retailers, an integrated Instagram feed and a Christmas countdown
timer. Through targeted media outreach and special events, Phase 3 generated buzz and social
media interaction surrounding the 16-week series of events —“Holidays on Broughton.”

Phase 3 distributed press announcements and planned strategic follow-up pitches to local and
regional media. Various branded print components, including postcards, posters, yard signs,
street banners, stage wraps, photo op walls, digital light projections, and map guides were
created, mailed, and installed to reestablish the street as a must-see destination. The winter
affair provided a boost in community involvement, revenue and social media shares making
“Holidays on Broughton” a city treasure.

Phase 3 also captured drone footage to create a promotion video showcasing the magic of Holidays on Broughton. View our video below.

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