NEW YORK: Investor group New York Wheel has tapped RLM Finsbury to handle PR for the building of the world's tallest Ferris wheel.
New York City Mayor Michael Bloomberg said Thursday the city has struck a deal with New York Wheel and development company BFC Partners to construct a 625-foot observation wheel on Staten Island. The wheel, which is expected to open at the end of 2015, will be larger than the 442-foot London Eye and the 541-foot Singapore Flyer.
RLM Finsbury won New York Wheel's PR business following a review. Partner Ed Adler will lead a team of five working on the account from New York.
The agency is reaching out to mainstream and local New York media. It also plans to use social media platforms and target travel and tourism press around the world, Adler said.
“Right now it's primarily a local story, but this will be a multi-pronged, multi-audience effort,” he added.
RLM Finsbury and New York Wheel have also partnered with Miami, FL-based marketing agency M4 Digital Media, which is reaching out to CMOs at large companies to secure a sponsor for the wheel.
The New York Wheel will be part of a 350,000-square-foot shopping and hotel complex developed by BFC Partners. It will stand near the Richmond County Bank Ballpark and Staten Island Ferry terminal and be capable of carrying 1,440 people per ride. Construction is expected to begin in early 2014 at an estimated cost of $230 million.