Simon Properties:
Transforming a Shopping Center into an Unrivaled Mixed-Use Development
Opportunity
Real estate giant Simon Properties transformed Atlanta’s Phipps Plaza into an unrivaled mixed-use center and hired Cookerly to boost visibility during its construction, opening and ongoing marketing efforts. Our programs target shoppers and tenants and integrate robust security measures.
Strategy | Execution
- Conducted continuous and massive proactive media relations and social blitz.
- Designed and executed two national and local media familiarization tours to highlight Phipps Plaza’s transformed mixed-use development, new NOBU Hotel & Restaurant, Life Time athletic club, Citizens Market Food Hall, One Phipps office tower, green space, restaurants and luxury retail stores.
- Launched robust influencer program of brand ambassadors for the crown-jewel properties.
- Helped properties develop and publicize partnerships with civic and arts groups: Atlanta Ballet, Savannah College of Art & Design, YMCA, neighborhood associations and Atlanta mayor.
- Highlighted themed campaigns: Construction and opening milestones, fashion trends, Earth Day, holiday seasonal and community events.
- Conducted tours and interviews for TV crews/outlets to tell their unmatched “safety story.”
Results | Impact
Increased visibility, credibility and supported traffic increase for a new day at Simon centers
0
Media placements in two-year span
0
B
Audience reach in two-year span
Notable coverage:
Forbes, MSN, Yahoo! Life, Country Living, Ebony, Travel Noire, HGTV, Explore.com, Women’s Wear Daily, all Atlanta TV affiliates, Atlanta Journal-Constitution, Eater Atlanta, Northside Neighbor, Atlanta Magazine, Modern Luxury, Axios Atlanta, Urbanize and Georgia Trend
With more than two decades of experience in public relations and journalism, Mike is a strategic communications leader who focuses on media relations and reputation management.