Challenge
Quarry Yards was a planned mixed-use development on Atlanta’s Westside by Urban Creek Partners’ co-founder and former MLB All-Star, Mark Teixeira. c21’s challenge was to gain positive media coverage on a project that did not exist and increase awareness of it through onsite events to attract companies looking to locate their businesses at the development.
Solution
With in-depth commercial real estate expertise, c21 has deep relationships with Atlanta’s real estate reporters. We pitched a variety of different angles regarding the development, including its proximity to the Bankhead MARTA station as a true TOD.
We provided onsite property tours for media with exclusive access to areas closed to the general public. In addition, we worked closely with CBRE to host onsite broker events and created a “thank you” video to attendees following a successful turnout. Additionally, we organized a lunch tour for 50 individuals with the Georgia Power Economic Development team. We arranged for a bus to transport the group, allowing them to tour the property's top section and stroll along the Proctor Creek Greenway, which traverses the core of the proposed redevelopment area. Top commercial real estate brokers, economic development experts, local officials and business leaders were invited to explore the property on foot or via helicopter to take in the potential the development had to offer.
We activated the property fence wraps by implementing augmented reality technology that brings two-dimensional graphics to life with pop-up videos and used c21-created videos to gain social engagement.
Results
In one year, with no groundbreaking or development of the project, c21 garnered 145 million media impressions. Close to 100 people downloaded the app and scanned the property fence wraps to view videos, and with only seven videos on the property's Facebook page, we captured almost 1,400 views. Urban Creek Partners was in serious talks with large companies like REI and Mailchimp prior to the property being sold to Microsoft for development.
