8West
CASE STUDY
Situation:
8West was a brand-new, nine-story, 200,000 square-foot mixed use building featuring a Class-A modern office design and a soaring six-story mural entitled “From the Ground Up” by renowned Atlanta artist Craig Alan.
The construction was directly connected to the Georgia Tech Campus and was thoughtfully designed to reflect the artistic character of the burgeoning West Midtown neighborhood in which it is situated.
The developers, Gateway Ventures and Atlantic Capital Properties, engaged our PR agency to raise awareness of the building to the local business market by leveraging its unique features and its inaugural tenants.
Approach:
Led by Scott Merritt, the agency team took a two-pronged approach to activating a proactive campaign.
Promoting the building
Compile information about 8West, engaging the designer, artist, and developer as spokespeople.
Create messaging that set the building apart from others, leading with the unique “From the Ground Up” mural by acclaimed artist Craig Alan.
Develop all messaging, create all media assets, activate a strategic media relations campaign.
Promoting the inaugural tenant
Position the first tenant as a forward-thinking company to establish 8West as an attractive option for other companies.
Expand outreach to broader targeted media.
Results:
The Atlanta market responded with excitement to the campaign. The media welcomed 8West to West Midtown with a range of stories announcing the building itself, profiling Craig Alan, the artist who created the “From the Ground Up” mural, and talking about the building’s first tenant.
More than 15 stories appeared publications such as Atlanta Magazine, the Atlanta Business Chronicle, Metro Atlanta CEO, Hospitality Design, Atlanta Patch, the Atlanta Journal-Constitution, What Now Atlanta and feature midday broadcast TV show Atlanta & Company.
The awareness campaign generated interest in the building from prospective tenants and sparked local interest in seeing the city’s newest art installation.