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Developed Comprehensive Communications Strategy for Station Landing

The Opportunity

Planned by Newton Lower Falls-based developer National Development, Station Landing is a true transit-oriented development featuring cutting-edge urban design concepts. BG was tapped to raise visibility and generate positive media exposure to highlight Station Landing’s mix of residential, retail, and office uses that positioned the project as a model for transit-oriented and new urbanism developments.

The Strategy

BG promoted Station Landing as a “first-of-its-kind” development in this area and raised visibility of this emerging smart growth trend, which helped many of the project’s key stakeholders become more comfortable with the $500 million, mixed-use project. As part of the campaign launch, BG planned, implemented, and managed a groundbreaking ceremony aimed at bringing together project influencers, including members of the development team and key state and local officials. BG also executed a media strategy showcasing the significance of this innovative public/private partnership

The Result

Station Landing received extensive positive press coverage including feature articles in the Boston Globe, the Boston Business Journal, Banker & Tradesman, Medford Transcript and Medford Daily Mercury as well as broadcast outlets WBZ-AM and WBIX-AM. The project was also cited as a prime example of smart growth in an upcoming book by Boston Globe Staff Reporter Anthony Flint.