DAYBREAK

Issue

Daybreak is one of the largest master-planned community undertakings Utah has ever seen. Daybreak planners created the community as one that embraces traditional neighborhoods, a healthy environment, and quality education. Kennecott Land, responsible for the massive endeavor, sought an agency that could harvest multiple communications tools in a way that would disperse the consistent message of Daybreak being Utah’s most livable community and attract potential residents.

Solution

PPBH constructed a comprehensive public relations and advertising campaign to show that Daybreak is Utah’s most livable community and minimize the dissemination of inaccurate information.

PPBH organized VIP, realtor and grand opening events inviting the respective target audiences to tour the model home village. PPBH constructed the Daybreak Web site to provide target audiences with the latest updates to the community’s development. Direct mailers were sent to those who registered for information on the website, inviting them to the VIP event.

For the public grand opening, individuals were invited to come enjoy a barbecue, musical entertainment and pie-eating contest. Parents brought their children to a Kids Carnival which included pony rides, a clown, face painting and more. Print and radio advertisements were used to reflect the highlights of the community and to create buzz leading up to the events.

Results

Kennecott Land’s best-case goal for its grand opening was 10,000 visitors. More than 30,000 Utahns attended the grand opening. Kennecott Land far exceeded its home-buying goal, and more than one-third of Daybreak Phase I homes were sold. Due to the grand opening’s phenomenal success, timing of Phase II of the development was accelerated. During the two weeks surrounding the grand opening events, the Daybreak website erupted in visits.