Brookfield Properties is a premier real estate operating company and currently serves as the leading office property manager in Houston. Through their real estate philosophy, placemaking, Brookfield Properties aims to make lasting impressions on the cities and neighborhoods in which they do business.
In May 2017, Brookfield Properties unveiled DesignHive by Brookfield, an innovative design project geared towards meeting the ever-changing needs of the modern office employee. Brookfield Properties tasked four local, award-winning architecture firms to envision and design ‘the office of the future’ in an assigned space on the 37th floor of the iconic 1600 Smith tower in Downtown Houston.
Elmore Public Relations was tasked with securing news coverage from the initial announcement through the unveiling of the spaces, as well as generating buzz through social media.
Generate publicity and buzz through strategic planning, media relations, and social media
Planning/development: 1 month
Execution/implementation leading up to event: 3 months
Earned media coverage leading up to and from the unveiling of DesignHive by Brookfield included 24 media placements with more than $290,000 in media value and 10,373,000 impressions.
DesignHive social media posts earned more than 9,200 impressions on Instagram and reached 8,300 unique users on Facebook. As a result of DesignHive, Brookfield Properties’ followers increased by 25% on Facebook, 33% on Instagram, and 21% on Twitter.
Following the reveal of DesignHive, all four spaces were available for lease and the first of the spaces was leased almost immediately after the launch.
The media relations strategy for DesignHive by Brookfield earned Elmore PR a Gold Excalibur Award in the Marketing Business to Business category at the 2018 PRSA Houston Excalibur Awards.