Urban Land Institute - 2015 Spring Meeting


Generating news coverage during 2-day real estate conference

Urban Land Institute, a global nonprofit education and research institute whose mission is to provide leadership in the responsible use of land and in sustaining and creating thriving communities worldwide, hosted its annual spring conference in Houston in May 2015 – a clear indicator of Houston’s thriving economy. The conference, which typically draws up to 3,000 of the world’s foremost industry professionals from around the world, and was a prime opportunity for the Houston District Council to showcase the city.

Working with the national media team and the Houston District Council Executive Director, Elmore PR strategically targeted reporters and pitched topics of interest to local and regional reporters across print, online, TV, and radio outlets to generate news coverage.

The conference overall was an incredible success – highest attendance for a spring meeting, highest ad revenue, and an estimated economic impact of more than $1.4 million to the city – and media relations was a core component of the strategic planning.

Goals


Raise visibility though:

  • Strategic planning
  • Media relations

Timeline


Planning/Development
4-6 months

Execution/Implementation
4-6 weeks leading up to meeting

Results

18 news stories earning a publicity value of $1.7 million

An estimated 11 million impressions