Clear Messages in a Cluttered World...


Hines - 1180 Building

Schroder Public Relations has helped position and place news stories for numerous commercial real estate firms, but we thought it appropriate to present on this page a case study of one of our more prominent assignments.

Project Overview:
A monumental new office tower requires a monumental, yet nuanced, PR campaign. Such was the case with Hines' 1180 Peachtree, a 41-story glass-clad LEED-Gold glittering skyscraper at Midtown Atlanta's "Corner of Commerce and Culture" (a phrase we coined for a Hines' executive's groundbreaking speech the AJC called "poetic"). Working with the Hines team, Schroder PR developed not only the basic who, what, where, why and how stories but also unique pitches on the intricacies and traditions involved in high-rise office development, attaining front-page stories in The Atlanta Journal-Constitution and the Atlanta Business Chronicle, among others.

Objective:
Generate media coverage of Hines' 1180 Peachtree building from first announcement of the tower through its opening.

Strategy:
Communicate Hines' commitment to leadership in community development and environmental sustainability.

Reach out to key local media with resonant stories illustrating Hines' innovative approach to design, construction and tennant relations.

Tactics:
When Hines had to remove 120-year-old basswood trees from the property – a thorny subject, especially in Atlanta – Schroder PR turned a potential negative into two positive stories.

First, we worked with AJC columnist Maria Saporta on a piece discussing how the trees were planted by one of anchor tenant King & Spalding's founders in 1892 and Hines' attempts to preserve the trees and, later, their legacy.

Secondly, we pitched and attained a story on how wood from the basswood trees would be used in the pipe organ in the Atlanta Symphony Orchestra's new concert hall, which is planned to be adjacent to 1180 Peachtree.

Finally, we came up with a unique idea for Hines to give to King & Spalding as a house-warming present: to take a cross-section slice of the tree, cover it with printed clear panels screen-printed with photos and words that told the history of the law firm and Atlanta – all pointing to the appropriate one of 120 rings of the tree. That piece is proudly displayed by King & Spalding today in its reception area.

Results:
From the first announcement of the tower and its signature anchor tenant, King & Spalding, through its construction, to a story of its "topping out" and the Nordic legacy of that traditional ceremony, to its grand opening and, finally, its sale for a record price per-square-foot – Schroder PR met Hines' challenge of "keeping 1180 in the news."


Video Link:

You can view a video of the presentation to King & Spalding here.

News Link:

Additionally, the LEED/sustainable aspects of the development were featured in cable TV news story that Schroder pitched. You can see the news story here.




4 0 4 . 8 7 2 . 7 2 8 9