BEVERLY HILL’S 9900 WILSHIRE POSITIONED AS PREMIER GREEN RESIDENCES
Wanting to gain international recognition for its commitment to building the West Coast’s premiere green property, New Pacific Realty set out to showcase 9900 Wilshire as the redevelopment project of the future.
Located at the western gateway to Beverly Hills, the eight-acre site was the former home to a signature Robinson’s May department store. Since its closing, however, the site was significantly underutilized. NPR successfully negotiated a redevelopment agree and purchased the property for $33.5 million in 2003. Now, the company wanted to highlight the project and generate buzz about its evolution with a consumer/lifestyle audience.
Pulling from the glamour of Beverly Hills and the lure of Hollywood celebrity, a strategic public relations strategy was created and implemented to position the approved plans for the site as the premier LEED Platinum Certified residential project on the West Coast. In addition, the project gained international attention and notoriety by partnering with E! Entertainment to co-host the first-ever "green" Golden Globes after-party.
The high-visibility party and project messaging generated stories in entertainment, real estate, society, and trade publications, including CNBC and Hollywood “insider” TMZ. In addition, the resulting media and interest helped 9900 Wilshire be recognized with several accolades, including the Visionary Leadership Award from the US Green Building Council/LA.
Following a successful media relations strategy, corporate branding, and international public positioning of the property, 9900 Wilshire was acquired in 2007 by a British developer for $500 million. Much of the investor interest was due to the positive media coverage generated by the communications campaign.
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