Downtown Miami made national headlines during the epic construction boom that took shape between 2003 and 2008. But while much of that development involved residential condos, the office market remained fairly quiet. That all changed when three new class-A office buildings got off the ground with the goal of delivering within a six month span in 2010.
Developer Rilea Group engaged our firm to begin marketing one of the three buildings, 1450 Brickell office tower. Before commencing our coordinated public relations and marketing program on behalf of the building’s ownership, we worked with the project’s leasing team to identify building features that we could use to distance the asset from its competition.
We honed in on three main messages – 1450 Brickell’s easy access and pedestrian-friendly setting; the building’s superior construction quality; and the strength of its ownership group – and worked to impart those messages on our key audiences, including the broker community, prospective tenants, and the media, both regionally and nationally.
Soon, companies large and small eyeing office space in Miami had 1450 Brickell atop their list of viable leasing options.
One year after opening its doors, 1450 Brickell gained the clear momentum in Miami’s competitive office market. The building leased more space than the other new towers combined and set itself apart for its construction quality, ownership stability and location. Most important, the building is drawing blue chip tenants from outside the Miami market, signaling that the city’s office sector may be stronger than initially thought.
• Build awareness of the project among key audiences regionally, nationally and internationally with the goal of driving qualified tenant traffic.
• Position the tower as the market’s premier leasing option with regard to construction quality and design, location, ownership credentials, environmental considerations, etc.
National and regional media presence: Our media relations campaign has produced hundreds of print and online editorial placements, with stories appearing in national business publications such as the Wall St. Journal, New York Times, Bloomberg BusinessWeek, real estate trade publications the likes of Real Estate Forum and National Real Estate Investor, as well regional media outlets such The Miami Herald and El Nuevo Herald.
Expert source positioning: Continuous media outreach and sustained editorial coverage has helped keep project spokespersons top-of-mind among the media. Several key reporters and editors have come to view our spokespersons as credible thought leaders available to offer insight on a range of trends and breaking news topics.
Shaping the market dialogue: Our key messages have successfully penetrated the market: 1450 Brickell is routinely referred to as being the first new building to deliver to market; its neighborhood is often cited as an area booming with activity; and the tower’s strong ownership and premium construction quality were referenced in nearly every news article about the new buildings coming online.
Marketing and social media: We have reinforced the effectiveness of our media relations campaign via targeted marketing and social media tactics that serve to bolster the 1450 Brickell brand and maximize the building’s visibility among core audiences.