THE CLIENT

OKO Group is an international real estate development firm established by Chairman and CEO, Vladislav Doronin — a successful and respected international developer, with a track record of more than 75 million square feet of world-class commercial, retail and luxury residential space over a total of 71 buildings.

THE CHALLENGE

  • Downtown Miami office market activity was relatively flat pre-pandemic, with no new Class A tower being delivered in more than a decade
  • Leasing activity was dominated by ‘musical chairs’ among existing Miami tenants
  • Average square footage requirement among Class A tenants was 5-,000 – 10,000 square feet
  • 830 Brickell pre-leasing campaign launched prior to an anchor tenant being secured

THE SOLUTION

  • Solidify 830 Brickell as the marquee office tower for blue chip companies seeking premium office space in Miami
  • Drive the capital and business migration trend by generating momentum around new to market tenant announcements
  • Differentiate 830 Brickell’s design, technology, and amenities as being best in class in the Miami market

THE APPROACH

TOWER POSITIONING

  • The only trophy tower in Miami capable of attracting Class A tenants in search of first generation space
  • A ‘blank canvas,’ offering tenants the chance to customize space for their post pandemic needs
  • Market leading amenities, technology, and security features
  • A central location in the heart of Brickell steps away from transit, shopping, dining, residences, and more
  • ‘First to market’ asset that will be move in ready several years before the next tower is completed

THE STRATEGY

  • Capitalize on high-impact media relations (nationally and regionally) to shape the narrative surrounding 830 Brickell and the South Florida office market.
  • Position 830 Brickell on the forefront of the business migration trend, framing the tower as the address of choice for inbound firms.
  • Secure thought leadership opportunities for team principals that set 830 Brickell apart in the market while lending credibility to favorable market narratives.
  • Develop a fast action response protocol for managing sensitive issues related to the COVID 19 pandemic and changing market conditions.
  • Amplified our campaign messages and engaged target audiences across social media platforms, with a focus on target audiences, including office brokers, global companies and executives looking to relocate to the Miami market, and the regional business community
  • Leveraged owned content and email marketing as vehicles for communicating directly with our primary broker audiences, as well as tenants and prospects
  • Positioned OKO Group and Cain International executives as thought leaders for speaking engagements and in-person panels surrounding the Miami real estate market, including with Bisnow and Commercial Observer
  • Secured high-impact award opportunities highlighting 830 Brickell, its development team, and the tower’s impact on the regional office market and business community

THE RESULTS

  • Sustained a continuous flow of leasing activity throughout the COVID-19 pandemic, with 100% of all office space leased and committed six months prior to completion​
  • Achieved all-time high Class A rental rates for the Miami market, in the range of $125-150/square foot​
  • Established OKO Group and Cain International as a formidable JV team responsible for setting new standards for commercial development in South Florida​
  • Secured a ‘who’s who’ roster of new-to-market tenants​
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