Midway and Valencia Group


Live + Work + Play in the heart of College Station

Century Square is a 60-acre destination in College Station developed by real estate investment development and management firm Midway. The mixed-use property sits in the heart of the Brazos Valley, and boasts places to live, shop, dine, work, gather and be entertained.

In 2016 and 2017, Midway and its hotel partner Valencia Group hit several milestones at the development including the announcement of 15 tenants and the openings of its two hotels.

Elmore Public Relations supported these milestones by facilitating media announcements, hosting a press meet and greet, and establishing trade partnerships with social influencers to generate online buzz.

Photos of Cavalry Court and The George courtesy of Valencia Group.

Goals


Generate publicity and buzz through strategic planning, media relations, and digital influencer strategy.

Timeline


Planning/development: Bi-annual planning for Century Square; 3 months in advance of hotel openings

Execution/implementation: 2-3 months for the meet and greet; 6 months for hotel openings

Results

The momentum of milestones over the 18-month period generated earned media coverage of 239 media placements with more than $1.9 million in media value and more than 35 million impressions.

The July 2017 press meet and greet, conducted on behalf of Midway, offered reporters an opportunity to take a walking tour of Century Square, meet with leadership from Midway, Valencia Group, and have questions answered about tenants and the status of the overall development. Attendance and earned news coverage exceeded goals.

Overall during this period, news placements highlights included Texas Monthly, The Houston Chronicle, Austin Monthly, CultureMap, BisNow Houston, and College Station daily print and TV news. Hospitality and property development industry publications including HotelManagement.net, Hotel-Online.com and RealtyNewsReport.com also published stories on Century Square and its newly-opened hotels.

To gain social buzz, Elmore PR established partnerships with Houston, Austin, and San Antonio travel and lifestyle influencers on behalf of Valencia Group for each hotel opening. The trade invited influencers to enjoy a complimentary night’s stay in exchange for promotion of the property on their social channels and an executed online giveaway for their followers. The partnership yielded four influencer partnerships with an estimated reach of 225,000+ followers.