Overview
Sterling Group, a Detroit-based privately held investment and real estate firm, teamed up with VVK PR + Creative to celebrate the grand opening of Water Square, a highly anticipated new apartment development in downtown Detroit.
Challenge
In 2023, Sterling Group built a brand-new elevated apartment building that the city hadn’t seen in decades. Water Square is Detroit’s tallest residential construction project in 30 years. VVK worked to maintain coverage of the development from the beginning of the construction to the end, ensuring maximum attention to the project. To do this, VVK broke the planned activities into three phases surrounding each stage of the development, and each phase was supported by digital media and paid media to drive traffic and engagement.
Strategy
VVK utilized several tools to keep attention on the project, including:
- A teaser video shot by a drone
- FAQ sheets and talking points surrounding the development
- Hardhat tour
- Interviews with the developers
- Three press releases
- Consistent construction updates
- Handling media inquiries regarding the project
- Grand opening ceremony featuring Detroit Mayor Mike Duggan, city council members and developers
- Included tours for media and guests
- Post-event media follow-up
Results
Throughout its time with VVK PR + Creative, Sterling Group was able to garner:
- Thirty-nine pieces of coverage
- Fifty-one thousand estimated views
- One thousand engagements
- Ten million total audience members
The consistent public, strategic and media engagement allowed the Water Square to garner positive attention throughout the community, ultimately turning the opening of the Water Square into a massive success.
- Detroit Skyline is Changing
