Brookfield Properties


Phase 1 of multi-million dollar transformation of Allen Center unveiled

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 October 2017, Brookfield Properties unveiled the completion of Phase 1 of the Reimagining of Allen Center, the multi-million-dollar initiative to transform the major mixed-use complex in the heart of downtown Houston into a vibrant urban destination. Brookfield Properties unveiled One Allen Center’s new two-story glass façade lobby, a re-clad sky bridge, and a vibrant one-acre, publicly-accessible greenspace called The Acre.

Elmore PR was tasked with positioning Brookfield Properties as a global leader with the vision and proven track record to successfully transform Allen Center into a place that further enriches downtown Houston. Together, Brookfield Properties and Elmore Public Relations implemented a communications strategy to inform, engage and create anticipation amongst leaders in the real estate brokerage community, corporate decision-makers, current tenants, and downtown community stakeholders from groundbreaking through construction, to completion and unveiling.

Goals


Generate publicity and buzz through strategic planning, media relations, and social media

Timeline


Planning/development: 1 year

Execution/implementation leading up to event: 4 months

Results

The strategic planning and execution of the first phase of the Reimaging of Allen Center garnered a front page feature in the Houston Chronicle, followed by additional media coverage in business and real estate news publications including RealtyNewsReport, BisNow, and Houston Business Journal for a total of 33 media placements with more than 39 million impressions and a publicity value of over $3,326,000 from January to December 2017.

Coinciding with sustained media awareness, current tenants Motiva Enterprises, LLC and Talos Energy, LLC renewed leases to expand their footprints at Allen Center in June (Motiva) and December (Talos), 2017. Furthermore, Brookfield Properties saw significant growth in their social media networks from January 2017 through December 2017 of 71% on Facebook, 163% on Twitter, and 85% on Instagram and over the same period, increased web traffic to allencenterhouston.com with a total of 6,626 unique users, 7,981 sessions/interactions by users, and 23,278 total page views.

The media relations strategy for Phase 1 of the Reimagining of Allen Center earned Elmore PR a Silver Excalibur Award in the Marketing Consumer Products and Services category at the 2018 PRSA Houston Excalibur Awards.