When you think of a ribbon cutting, chances are you picture giant scissors and the stuffy old red ribbon from Grandpa’s closet. At Clairemont, we’re always searching for new ways to add creativity to our client work. So naturally, as the agency for The Lincoln Apartments grand opening events, the Clairemont team put our heads together to come up with a fun way to welcome The Lincoln to downtown Raleigh that would also capture attention from local media.
The Lincoln is a new 224-unit residential apartment community situated in the rapidly changing Moore Square neighborhood in Downtown Raleigh and offers studio, one and two-bedroom apartments, lofts and townhouses. Residents have access to amenities including a fitness room and yoga studio, a courtyard swimming pool, enclosed parking with electric car chargers, interior bike storage and a pet spa. Since The Lincoln is one of the few downtown Raleigh complexes that is pet friendly, we decided to highlight that amenity and partner with a local pet organization and nonprofit, Cause for Paws of NC, for the ribbon cutting.
On September 10, 2015, The Lincoln Apartments celebrated its official grand opening with a ribbon-cutting event in the afternoon and a cocktail party in the evening. Both were designed to engage key influencers and members from our target demographic to experience The Lincoln Lifestyle, positioning The Lincoln as the premiere urban living development in downtown Raleigh.
The grand opening began with a ribbon-cutting event that featured the president of the Downtown Raleigh Alliance, city council members and other prominent Raleigh officials. After the dignitaries made remarks about The Lincoln and its positive impact on the Moore Square District, Molly, our canine ambassador from Cause for Paws, “cut” the ribbon by chewing through a treat.
The event doubled as a fundraiser for Cause for Paws of NC with “Tag, You’re It!” a photo relay where The Lincoln donated $5 to Cause for Paws of NC for each who participated. By simply snapping a photo of the person to the left, sharing it on any social media channel and tagging #TheLincolnRaleigh and #CauseforPawsNC, participants helped Triangle dogs and cats who need homes.
This approach generated excitement about The Lincoln and garnered news coverage on ABC11 and News 14, which, in turn, helped boost exposure for Cause for Paws.
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