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Shorenstein - 555 City Center
Building Announcement Event and PR
The Placemaking Group has worked with Shorenstein to promote leasing activity and events at Oakland City Center since 1997, the year the San Francisco-based developer acquired the office complex. After three years of intensive marketing and significantly increased building occupancy, Shorenstein made the bold decision to build a new 21-story office tower there.
This was a major announcement for all involved as 555 City Center was to be the first privately owned office building to be built in Oakland in a decade The plan was to introduce 555 as the Bay Area’s newest, most impressive business location to area brokers. Oakland Mayor Jerry Brown hosted an launch press event which drew reporters from the Wall Street Journal, San Francisco Chronicle, Sacramento Bee and all major real estate trades. A two-year marketing campaign followed that continually called attention to the building’s great location, Class A amenities, 360 views and striking architecture.
The launch event and PR campaign produced major news coverage and real deals. Event media coverage surpassed $285,000 in ad equivalency. And just 2 1/2 years after the building’s groundbreaking—in the midst of the dot-com bust--some 70 percent of the building’s space was leased, a real feat for a new building in the best of times.
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