Today, 1450 Brickell is widely-recognized as Miami’s premier class A office building, with a tenant roster that includes some of the biggest names in Miami’s business community – from JP Morgan Chase and Bilzin Sumberg, to Heinz and Longchamp. But the tower’s brand wasn’t always so clear-cut.
1450 Brickell faced stiff competition when three competing class A buildings got off the ground within a six month span in 2010, near the bottom of the recession. The delivery of these buildings would represent the largest spike in office space inventory to come online at once in Miami history. When developer Rilea Group engaged our firm to begin marketing its 1450 Brickell tower, we knew we had our work cut out for us.
Recognizing that setting 1450 Brickell apart from its two rivals would mean painting the building as being in a league of its own, we identified a series of three messages that distanced the tower from the competition: its easy access and pedestrian-friendly setting, construction quality, and the strength of its ownership group.
We then worked to impart these messages on our key audiences on a near daily basis through earned media, direct marketing and special events. Soon, these points began permeating the broker community, prospective tenants and the media – both regionally and nationally. It wasn’t long before companies eyeing office space in Miami had 1450 Brickell atop their list of viable leasing options.
- 1450 Brickell was profiled in media outlets across the US and around the world – with the Wall St. Journal portraying the building as a bellwether for the Miami market
- One year after opening its doors, 1450 Brickell gained the clear momentum in Miami’s competitive office market, leasing more space than its two competitors combined and achieving 100% occupancy within two years
- Our campaign earned the building numerous honors, including the Urban Land Institute’s 2012 Project of the Year award
- The building’s ability to lure blue chip tenants from outside the Miami market signaled that the city’s office sector was stronger than initially thought coming out of the recession