Campaign: Media Relations Campaign
During THO’s decades-long relationship with RTKL, an international architectural and engineering firm with 13 offices worldwide, THO continuously refined and updated a strategic public relations program that supported the firm’s global growth plans. While THO was originally hired to launch the firm’s LA operations, within a few short years the scope of work grew to include an international effort designed to support six different RTKL practice sectors and global offices that included Shanghai and Beijing.
Over the years, THO developed RTKL’s internal media training and awareness conferences, expanded the firm’s presence in the Pacific Rim and also within the retail and healthcare industries. Additionally, THO implemented a wide variety of targeted programs to penetrate specific market segments such as urban design and planning, mixed-use developments, retail and entertainment centers, corporate facilities, hotels and resorts, healthcare projects, government facilities and interiors.
The program encompassed an intense media relations campaign for the firm’s Healthcare, Commercial and Workplace practice groups. Results for just RTKL’s healthcare work in one year included 45 major bylined article placements in national and regional publications. Working with RTKL’s Shanghai and Beijing offices, media highlights have included a massive seven-page feature on the Shanghai Changzheng Pudong Hospital, the largest hospital every built in a single phase in China, in Healthcare Design Magazine, and dozens of articles on the Chengdu City Center retail development in Shopping Center Business, Retail Traffic and Southeast Asia Building.
The comprehensive nature of the program resulted in a consistent image building and brand awareness that supported RTKL’s excellent positioning in the marketplace.
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