Tedeschi's Food Shops/Store 24

City of Boston's The Enchanted Village Sponsorship

Background:
Tedeschi Food Shops is a third generation family-owned and operated convenience retailer headquartered in Rockland, Massachusetts. The company operates 219 corporate and franchised stores in four New England states under the banners of Tedeschi Food Shops, Li'L Peach and Store 24. The combined operation is the second largest in Massachusetts and the third largest in New England.

Opportunity:
Just weeks before Thanksgiving, the Mayor of Boston made a press announcement deciding to cancel the iconic, 60-year old The Enchanted Village event due to budget cuts. J. Winsper & Co. immediately called the office and explored options to try and revive it for the people of Boston.

After three non-stop days, Winsper was able to secure a location (Hynes Convention Center), find a lead sponsor (Tedeschi Food Shops) and convince the City of Boston that the event should continue on in 2003.

Working closely with City of Boston's Events Department and its client, Tedeschi Food Shops, Winsper leveraged every possible POS, out-of-home media outlet, press and creative solution to inform the public that the show is back on and that Tedeschi Food Shops help make it possible.

Creative Solution:
The Agency needed to blend a variety of important messages, a) event is now back b) new location - the Hynes Convention Center; and c) Tedeschi Food Shops was the key sponsor that make it all possible.

The press was notified by the Mayor's office and the resulting impressions were impressive. All major TV, cable, newspapers and lifestyle media outlets were called to a press conference at the Hynes Convention Center. All outlets ran it as a lead story for over a two-day period.

The Agency's creative leveraged each outlet and created a specific message for the medium. It secured billboard advertising; MBTA transit; dioramas inside the Prudential Shopping Center; posters and POS inside all of the 219 Tedeschi Food Shops, Store 24 and Li'l Peach stores; and produced a microsite, www.theenchantedvillage.com in less than three weeks.

In addition, the Agency used its relationship with the Luxury Marketing Council to help secure web presence on www.bostonmagazine.com, another member of the council. The site has top banner presence and various other links under "Check it Out" sections.

The web site has generated over 200,000 web hits (over 4,000 visitor sessions) from over 85 different referral locations in four weeks.

"This is a great Boston tradition", said Steve Bautista, creative director on the project. "Now that it's inside the Hynes, families don't have to brave the elements to see it. That was our point of difference."