San Diego’s Liberty Station was built upon naval roots and was originally the Naval Training Center (NTC) that opened in 1923. NTC transitioned into Liberty Station and became a cultural hub of art, leisure and history—creating a timeless destination. Today, Liberty Station invites residents, the community and visitors to connect through events and experiences, while discovering and exploring all of Liberty Station’s offerings—arrays of boutiques and shops, over 70 local galleries in the ARTS DISTRICT, and dozens of delectable dining spots.
In May of 2017, Olive was tasked with taking Liberty Station to the next level by launching a strategic media relations campaign that would enhance the neighborhood’s visibility on an international, national and regional level. A few months later (June 2017), Liberty Station also hired Olive to launch a social media campaign.
Olive has had much success in promoting communities and developments throughout California and through our experience we have been able to create a streamline process to tell each community’s story.
When it came to Liberty Station, a lot of factors were taken into consideration when developing the media relations campaign. First we developed goals for the campaign, then we created cohesive messaging that highlight all aspects of Liberty Station—its history; development; dining scene; arts and culture; activated public spaces; shopping; live, work and play environment; and more. Next, we developed strategic pitch ideas to share Liberty Station’s story and message. We work to weave the different story ideas into a timeline to ensure we are hitting all of Liberty Station’s audiences—locals, travelers, art and culture enthusiasts, military, millennials, and families. The media placements secured position Liberty Station as an everyday part of life for San Diegans; elevate all of Liberty Station’s offerings; engage the community and business owners throughout the neighborhood on all things happening at Liberty Station; and educate the public about Liberty Station’s history and development over the years.
Once Olive started managing Liberty Station’s social media, we worked to grow and strengthen Liberty Station’s online community by educating and engaging fans with creative content, timely updates and announcements, strategic campaigns, fun promotions and more.
In just seven months of launching a media relations campaign with Olive, Liberty Station has been featured in over 120 media hit internationally, nationally and regionally. The community has been featured in a South Korean documentary about successful transformations of military communities. Liberty Station has also been featured in national outlets like Refinery29, The Los Angeles Times, Alaska Beyond Magazine, Desert Companion Magazine, TravelPulse and more. Regionally, Liberty Station has been featured on all the major San Diego TV news affiliates—NBC, CBS, FOX, The CW, KUSI, and ABC multiple times, as well as featured in San Diego Magazine, Pacific Magazine, The San Diego Union Tribune, Locale Magazine, SoCal Life Magazine, WHERE SD, and more many times.
Since June, Olive has increased Liberty Station’s Facebook following by more than 135% and engagement by 375%. Their Facebook following has grown from 8,000 fans to over 11,000 fans. Now, Instagram has over 24,700 followers and Twitter has over 4,000 followers.
We have also implemented key hashtag campaigns to increase Liberty Station’s organic reach and encourage the community to engage with us, with hashtags like #LibertyStation, #ExploreLibertyStation, #InspiringMomentsSD, #WhereWeGatherSD.