How does a developer maximize the visibility of the opening of a $300 million residential tower during a pandemic? The developers of Kurve on Wilshire, an iconic complex located at the apex of downtown Los Angeles and Koreatown, turned to THO to navigate the complexities. While construction continued during the pandemic, public gatherings were not permitted despite its planned opening for residents.
Using Strategy to our Advantage
The building was planned as a 23-story tower with a one-acre amenity deck and retail planned for the ground floor. Strategically, THO designed a two-phased outreach campaign that centered on private walk-throughs with key media sources to provide sneak peeks of the complex. Designed as one-on-one opportunities with the development team, this allowed media dedicated time for their specific needs and storylines. Following the sneak peeks, THO then crafted the story into a news release announcement focusing on the project’s milestone of being 30% leased just weeks after the certificate of occupancy was received. THO reached out to the LA Times, touting the success of moving ahead with the construction – and the wealth of amenities which played into the COVID news cycle and how real estate was impacted.
Making an Impact
As a result, the client was featured in a full-page story in the LA Times. Following the story, THO distributed the news release to local media outlets. Using this strategy, along with the creative thinking to insert this client into the news cycle, THO generated more than 20 placements for the Kurve on Wilshire within a three-week period – all within the client’s budget.