BREAKING THE NEWS
AVALON BAKERY
CASE STUDY
Avalon Bakery is an institution in Detroit, Michigan. The owners of Avalon, a legacy gathering space that is equally popular among new residents, were put in a position to have to pivot away from their flagship location.
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MOMENT Strategies was sought out to manage the breaking news of the Willis Street location closing, which would inevitably be tragic information to many. However, while we wanted to allow people space to mourn the loss of Willis Street, we needed to assure Detroit that there was still a bright future ahead— Avalon Bakery would stay in the neighborhood and move into the future of hospitality by joining forces with their friends from Jolly Pumpkin.
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The MOMENT team carefully selected the media outlets with whom we would share this news first, crafted press releases, and organized long-form radio interview segments to tell the story of why Avalon chose to make the transition. We orchestrated the storytelling narratives and the development of the internal outreach strategy alongside the management team from Avalon.
