To generate buzz, drive foot traffic, and position Holly Jolly Hideaway as a can’t-miss holiday destination, The Cyphers Agency led a comprehensive PR and social media campaign in partnership with Annapolis Town Center. To create the area’s premier holiday pop-up, Annapolis Town Center transformed a retail space into a festive winter wonderland complete with themed cocktails, immersive décor, and seasonal entertainment.
The strategy included targeted media outreach, curated influencer partnerships, and a VIP first-look event that helped drive early momentum and earned media coverage.
The campaign secured media coverage in eight local outlets with a combined online reach of 2.58 million and an estimated PR value of $129K. Influencer partnerships and digital storytelling drove a 276% increase in Instagram followers, 44% growth on Facebook, and a 54% boost in overall engagement. The pop-up attracted 4,510 guests—averaging 301 per night—and helped increase foot traffic by 19%. Email efforts achieved a 52% open rate and contributed to year-over-year sales growth of up to 15.7% for restaurants and retailers. Holly Jolly Hideaway proved to be a standout seasonal success with measurable results across channels.
