Case Study: Holly Jolly Hideaway
PR & Social
The Client
Cyphers has been a trusted partner and PR agency for Annapolis Town Center for over three years, providing comprehensive marketing and communications support, including tenant management support, public relations, social media, influencer management, email marketing and more.
the project
As Annapolis’ premier holiday pop-up experience, Annapolis Town Center partnered with The Cyphers Agency to develop a high-impact PR campaign aimed at boosting regional awareness, increasing foot traffic, and positioning the event as a must-visit seasonal attraction.
The immersive holiday pop-up transformed an Annapolis Town Center space into a festive winter wonderland, featuring themed cocktails, interactive décor, and holiday entertainment. With a focus on creating an exclusive and shareable experience, Holly Jolly Hideaway sought to maximize media exposure and social buzz throughout the holiday season.
The Results
Features
The Cyphers Agency executed a strategic media relations campaign to generate buzz around Holly Jolly Hideaway, incorporating targeted media outreach, influencer partnerships, and digital storytelling. A curated VIP opening event was designed to kick off media coverage and create early momentum, giving select press and influencers a first-look experience that amplified word-of-mouth and earned coverage across platforms.
Performance
The campaign secured coverage in eight local publications, reaching a total online readership of 2,580,976. The estimated PR value of $129,480 reflects the extensive media exposure and impact of the campaign. Additionally, through strategic influencer collaborations, the campaign generated significant organic social media engagement, further driving awareness and attendance.
- 4510 guests, an average of 301 a night
- 19% increase in foot traffic.
- 6% increase in overall social media engagement
- 7% increase in Facebook followers
- 6% increase in Instagram followers.
- 10,941 Email opens & 522 Email Link Clicks.
- Maintained an engaged audience with 52% open rate and 4.8% click-through rate.
- Nov sales increased by 14.8% YOY, Dec saw a 12.8% YOY increase, Restaurants experienced growth of 15.7% in Nov and Dec YOY
