Client: Espirito Santo Plaza
Client: Espirito Santo Plaza
PR Team: Brickell Public Relations (Virginia Beach, VA), The
Dilenschneider Group (New York)
Campaign: ’Departing Perspectives’
Time Frame: January 21 to 23, 2000
Budget: dollars 15,000
A water main break poured 70,000 gallons of water into Espirito Santo
Bank’s North American headquarters in Miami last year, and the building
had to be demolished. The Portuguese-based company decided to construct
a dollars 140-million, 35-story building, which would offer both
corporate offices and residences.
But before this could happen, Espirito Santo Bank needed to let patrons
know that the bank was still operating - though it was now housed in
temporary offices - and only then would it inform the community that a
new building was in the works.
Bill Ross, president of Estoril, which is part of the Espirito Santo
Group, also wanted to benefit the community while raising awareness and
paying final tribute to the existing building. World Com real estate
specialist Brickell & Partners and global specialist the Dilenschneider
Group were given the challenge.
’Departing Perspectives’ gathered leading Miami artists and local art
students to create a show spread out over seven floors of the old
The goal was to establish Espirito Santo Bank as a good corporate
neighbor who was both imaginative and dedicated to the arts. Awareness
of the new building would be fostered as well.
’Since we were going to tear down the building, artists didn’t have any
of the constraints they have in gallery shows,’ says Ross. ’They could
use the ceilings, the floors, the windows.’ The event was curated by
Fredric Snitzer, owner of one of Miami’s renowned galleries. It was
slated for January, when artists and critics from around the world would
be in town for ArtMiami, and was incorporated as part of the larger
’We wanted to let people know that the bank was concerned about the
community,’ says Robert Stone, principal at the Dilenschneider Group.
Not only were artists given space, but the event was used to raise funds
for two local art schools.
The show was billed as a limited, one-chance-to-see-it affair lasting
only one weekend. The unique circumstances, including that most of the
work would be destroyed with the building, added to the intrigue.
Forty-four leading Miami artists participated, and the event’s inclusion
in ArtMiami ensured a large turnout for the benefit as well as media
coverage. The public was invited to view the works on Saturday and
Sunday for dollars 2, and a fund-raising event was held during the
preview on Friday.
A VIP list of 5,000 art patrons and local industry leaders who were in a
position to relocate their offices to the new Espirito Santo Plaza
received invitations. The objective was to attract at least 400
community leaders to the preview, with proceeds benefiting the schools.
People attending the VIP event were given information on the new
building to pique their interest.
The VIP Grand Preview attracted 1,200 people, three times what was
’It never occurred to me that so many people would show up,’ says
The event raised dollars 10,000 for the schools and established the bank
as a good corporate neighbor. Thousands of people attended the weekend
The exhibition also received a great deal of pre-exhibit press and
reviews across the nation, significantly raising the bank’s profile. The
New York Times, The Miami Herald and most local newspapers ran stories
praising the event.
’The leasing team has seen a lot of recognition for the new building and
the positive tone of the coverage has shown that the bank is concerned
with the community,’ says Sean Brickell, president of Brickell &
Both agencies will continue to work with the bank to prepare for and
manage the new building’s launch in 2002. Espirito Santo Plaza plans to
conduct a national competition of Portuguese artists and commission a
work for public display.