The situation. When North American Properties (NAP) decided to buy Colony Square in Midtown Atlanta, it had already earned a solid-gold reputation for placemaking, first by turning around struggling mixed-use property Atlantic Station in Midtown Atlanta and then developing Avalon, a nationally known $1 billion mixed-use destination in Alpharetta, Georgia. NAP wanted to make a splash with the Colony Square announcement, highlighting the acquisition as well as its bold plan to transform the iconic destination.
Wilbert deployed a smart PR strategy. The Wilbert Group scripted messaging to drive communications across traditional and digital channels, reaching national, regional and local audiences. As soon as our exclusive story was published in The Wall Street Journal, we unleashed a multifaceted campaign that resulted in articles in more than 30 publications and 700,000 social media impressions.
Here’s how it drove business results. Project investors received dozens of calls from California to New York. They told NAP: “With all of this buzz, you’d think you just purchased Rockefeller Center!” After the announcement, NAP was able to successfully raise office rents by 26 percent. And, Colony Square is on the tour list for tenants that had previously not considered the location. Wilbert continues to secure a steady drumbeat of news during every stage of the redevelopment process. Consistent PR results have supported retail and office leasing efforts, as well as established a community of brand advocates.
The Wilbert Group
1718 Peachtree Street, Suite 1048
Atlanta, GA 30309
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