Beulah International is a Melbourne-based property developer with a vision to deliver projects of exemplary design. After purchasing the BMW Southbank site in late 2017, Beulah embarked on a global tour to meet and greet with world-class architects around the globe, developing the starting foundations for the Southbank By Beulah project, an ambitious mixed-used residential development.
With the meet and greet process finalised in early 2018, Beulah turned its attention to an architecture design competition, appointing an established jury, shortlisting candidate entries and both public and private presentations held.
Greenpoint Media were appointed the public relations account for the Southbank by Beulah project, with our scope including public relations, marketing, event logistics and planning, and digital marketing. Campaign objectives worked towards brand awareness, generating hype and achieving coverage on a global scale
STRATEGY:
In order to execute a successful PR campaign, Greenpoint Media undertook extensive planning and strategy development, as well as the establishment of key partnerships. Key stakeholders were also identified and included:
• Government
• Design and property communities
• Finance and investment sector
• General public
PUBLIC RELATIONS:
Adhering to a strict PR strategy, all campaign activity worked towards set objectives and key messages to ensure the needs of all key stakeholders were met from a communications perspective. Key messages looked to encourage positive sentiment and included the use of statements such as “groundbreaking”, “innovation”, “Beulah’s vision” and “community”.
Following the initial announcement, Greenpoint Media actively worked to continue campaign momentum and maintain chatter (in the media and community) about the Southbank by Beulah competition. These initiatives included:
• Shortlisted design announcement
• Jury announcement
• Media call at University of Melbourne Design School
• Future Cities Symposium Event announcement
• Design competition winner
BRAND & EVENT ACTIVATION:
In order to showcase the shortlisted architects’ concepts, a sold out ‘Future Cities Symposium’ was organised to unveil the designs and engage with public and industry alike, as well as a celebratory gala dinner for major stakeholders.
Key partnerships were established in order to maximise opportunities for brand awareness and included:
• PwC
• Urban Melbourne
• Architecture AU
• University of Melbourne Design School
200 million - Combined Estimated Reached
300 - Media Coverage Pieces
1000 - Symposium Seats (Sold Out)
4 - Major Brand Partners Secured
2 - Major Events Coordinated
Greenpoint Media were instrumental in facilitating all media coverage and crisis mitigation surrounding the project from media management, key message delivery and stakeholder management perspective.
Greenpoint Media actioned a range of media angles across the six month period, all which resulted in a considerable amount of press across both local and international publications, including exclusives with Herald Sun and 7 News Melbourne.
