Client: Lamda Development, the leading real estate developer in Greece
Project: The Ellinikon, a new smart city—and the largest urban regeneration project in Europe—being built from the ground up on the site of the old Athens International Airport and 2004 Summer Olympics.
Challenge: Lamda needed to raise international awareness and public support to generate consumer and investor momentum across every aspect of the 2.3 sq. mile project. They also needed to generate excitement for the project via the Experience Centre, the largest and most advanced visitor center in the world, heralding the project’s groundbreaking sustainability, lifestyle and economic development advances as a model for urban development across the globe.
Solution: Relevance conceived and executed a truly global PR and digital campaign, from East Asia and MENA to Europe and North America, showing how The Ellinikon (projected to account for nearly 3% of GDP) is leading Greece’s national economic comeback.
Relevance positioned The Ellinikon as the place where people want to visit, live, work and invest for decades to come—and executed this in Tier 1 lifestyle, business and consumer media, through a global paid digital campaign and a press trip hosting 23 journalists from top publications around the world.
Results:
- Relevance elevated The Ellinikon to the most anticipated real estate development in the world.
- Press coverage reached 23% of the global population.
169 total articles and $10MM of PR value - Published in the top business and consumer publications for every
target country - 600MM digital impressions and 26MM engagements
- The campaign contributed to a complete sellout of available luxury units before the groundbreaking