From day one The Opus Group® knew The Nic on Fifth® would be big. Not only in size at 26-stories, but also significance, as the first new luxury high-rise apartment building to break ground in the heart of downtown Minneapolis in nearly 30 years. Opus tasked Weber Shandwick Minneapolis to conceptualize and execute an integrated communications plan that would raise awareness about the project and in-turn highlight Opus’ capabilities and expertise within the commercial real estate industry.
As the newest addition to the downtown skyline took shape, Weber Shandwick leveraged milestones to keep the media informed and allow the general public to follow the building’s progress. The agency team generated a steady drumbeat of media coverage that kept the highly-visible project in the spotlight starting with the initial project announcement and site demolition, through the half-way point in construction, the topping out and the opening of the leasing center.
Media coverage appeared in newspapers, magazines, TV and radio. The Nic was featured in real estate trade publications and The Wall Street Journal as it became a part of a larger, national conversation on luxury building and living trends.
As Opus prepared for the grand opening, Weber Shandwick supported a variety of initiatives designed to highlight the project’s successful completion. These included:
- A well-attended media tour that gave prominent local reporters a sneak peek into the building’s model units, luxury amenities and penthouse views.
- Syndication of media coverage to extend the reach of notable articles.
- Increased social media content and conversations focused on the project.
- Production of a case study video. (View the video and read more here).
To further extend the reach of these assets, Weber Shandwick developed a comprehensive paid amplification campaign. This included distributing the case study video to Opus’ key constituents via e-blast and a targeted paid promotion on Twitter and Google AdWords that drove traffic to The Nic on Fifth landing page and video. Delivering on its goals, traffic to the landing page increased 368 percent during the paid campaign and the case study video quickly became the most-watched video on Opus’ YouTube channel that year.
During the three-year project timeline, Weber Shandwick elevated Opus’ brand through the story of The Nic on Fifth – securing more than 70 stories about the project (and hundreds of mentions) in more than 30 publications. The building opened to rave reviews and was 60 percent leased before most renters set foot inside. The success of this marquee project provided a solid foundation for Opus to leverage and build upon for future urban developments.