SECTOR: REAL ESTATE
Beach Place, a three-story retail, dining and entertainment complex attached to a Marriott Resort, completed a $1.6 million renovation and wanted to reposition the tourism destination on Fort Lauderdale beach.
A month long "Grand Re-Opening Celebration" campaign was established and a year-long community partnership program was developed.
Beach Place Grand Re-Opening
The goal of transforming Beach Place to a trendy and upscale destination appealing to families and a more sophisticated demographic would be achieved with an aggressive news media strategy.
Malkus Communications began generating news coverage for Beach Place by promoting free movies at the center and arranged a visit by movie characters Charlie Chaplain, Betty Boop and Spider Man to Mirror Lake Elementary School. The excitement of students coming face to face with Spiderman made headlines in several newspapers, including The Miami Herald and The Sun-Sentinel. Local radio stations covered the event and announced the appearances of the movie characters at the community celebration later in the week at Beach Place.
We organized live radio broadcasts during a three-day celebration at Beach Place, which included free movies, a family fun day and a youth talent contest. Additionally, we arranged for business networking socials and radio remotes every Wednesday for the free weekly movie promotion.
The Beach Place Grand Re-Opening celebration generated 2.6 million media impressions and helped transform the center as a more upscale destination. A positive community relations program touched city and county elected officials, school board representatives, mall management beach businesses. Most importantly, significant sales increases were experienced by most of the center's tenants.