Greystar’s “Park 12 - The Collection”
PR Launch
Overview
Greystar is a leading, fully integrated real estate company offering expertise in investment management, development and management of rental housing properties globally. The company's business model is unique in its ability to own, operate and develop multifamily, student and senior housing across the globe.
Challenge
In 2018, Greystar hired J. Walcher Communications—Jenna Brossman Caprara’s former employer—to raise awareness of and promote leasing at its flagship project, Park 12 – The Collection. The four-building, $400 million luxury apartment and retail community in San Diego’s East Village overlooks San Diego Bay and Petco Park, and boasts 718 apartments— the most in downtown San Diego’s history.
Solution
Jenna Brossman Caprara served as the lead on the account and developed a strategic public relations and marketing strategy that included press materials, media tours, email marketing campaigns, social media and outdoor advertising. As a part of her media relations outreach, she also coordinated a fashion shoot at the building’s impressive penthouse apartment with Modern Luxury San Diego, a popular, luxury lifestyle publication. Additionally, she developed a collaboration with the Downtown San Diego Partnership to host events at the apartment community, creating further awareness of its offerings among the organization’s vast membership.
Results
The PR and marketing strategy resulted in every major local print, online and television outlet and trade publication positively covering Greystar’s flagship project. In total, the media exposure resulted in more than 2.5 million impressions and contributed to the successful lease-out of the building.
