Empire State Building hires Edelman for repositioning

NEW YORK: The Empire State Building (ESB) recently hired Edelman to support its brand repositioning and expansion into international tourism markets. The new consumer-focused PR and marketing campaigns come during the building's ongoing $500 million capital improvement program.

NEW YORK: The Empire State Building (ESB) recently hired Edelman to support its brand repositioning and expansion into international tourism markets. The new consumer-focused PR and marketing campaigns come during the building's ongoing $500 million capital improvement program.

Edelman will work to “remind people that [the ESB] is a hot property,” said Melanie Maasch, director of brand development and PR for ESB. “The focus is to bring [the ESB] into the 21st century.”

Julie Freeman-Bradler, Edelman EVP and travel and tourism deputy practice leader, said the agency would focus on drawing visitors to the landmark and making sure they come back.

“Edelman is planning the kinds of activities and events that will draw new and repeat visitors to the building,” she said. “We want to give them a reason to come back, not only for the fantastic views.”

Already four million people visit the building every year, said Freeman-Bradler, who did not release projections for an increase.

The agency will also look to build on existing partnerships and programs to enhance ESB's profile.

The search for an agency with global reach and an ability to handle sponsorships and sports marketing began with an RFP in January, Maasch said.

Rubenstein Associates Inc. previously supported the project with media relations, said Maasch, who noted the agency continues to handles crisis communications for the building. LVM Group also oversees its real estate PR.

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