The Challenge

Cheekwood, a 55-acre attraction in Nashville, Tennessee, sought to reposition itself and rebrand itself in respect to its five-year strategic plan. With a historical reputation of wealth, society and financial stability, Cheekwood approached GS&F for help identifying and launching a new brand that alters the public perception of who Cheekwood is today and highlights the sheer amount of quality inclusive programming it provides to a large audience of Middle Tennesseans and visitors.

What We Did

GS&F used quantitative and qualitative research to understand the three main audience segments, including demographics, media habits, and the opportunities Cheekwood has to fulfill their emotional and psychological needs.

We constructed a strategic platform based on our findings, leading our creative strategy, messaging, executions and ultimate renaming of Cheekwood to Cheekwood Estate & Gardens.

Supplemented with public relations efforts to garner traditional earned media placements and third-party endorsement via digital influencers, GS&F created video, digital, broadcast, print and out-of-home assets to bring to life the new Cheekwood before the annual Cheekwood in Bloom spring event.