CAMPAIGNS: EVENT PR - Miami Bank does neighborly thing

Client: Espirito Santo Plaza

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.





Strategy



’Departing Perspectives’ gathered leading Miami artists and local art

students to create a show spread out over seven floors of the old

building.



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

event.



’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.





Tactics



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.





Results



The VIP Grand Preview attracted 1,200 people, three times what was

expected.



’It never occurred to me that so many people would show up,’ says

Ross.



The event raised dollars 10,000 for the schools and established the bank

as a good corporate neighbor. Thousands of people attended the weekend

show.



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 &

Partners.





Future



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.



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