Port KC - Berkley Riverfront
PRSA-PRISM PR & Brand Launch Integrated Campaign
BMA Fountain Award “Best in Show” PR & Brand Launch Campaign Award Winner
The Berkley Riverfront Park, located along the banks of the Missouri river, is the largest scale 80-acre master plan development in downtown Kansas City. Port KC, in partnership with the City of KC, MO, set a mission to create a world class urban village that will encompass offices, residential and retail space, and amenities. Port KC partnered with Venice Communications to create the Berkley Riverfront PR and brand launch campaign to build awareness of Berkley Riverfront as a destination, that it is the marquee entrance to Kansas City from the north and to build public, investor and developer interest.
Venice conducted a Brand Review & Growth Assessment Process (GAM), Brand Voice and Brand Promise assessment as well as a Creative Work Plan, SWOT Analysis and Social Media Audit and assessment of their target markets. Our team also analyzed investor and development market research data Port KC had just finalized. Every ounce of this research was taken into consideration when developing the final creative PR strategy document which included key messages, editorial calendar, pitch concepting and timeline as well as Social Media Strategy, messaging, editorial calendar, timeline, paid social recommendations and monitoring, logo and visual brand identity, brand style guide, tagline, core brand promise, brand positioning statement and development animation in order to make sure the it was a success.
The Berkley Riverfront integrated PR and brand launch campaign events garnered $590,000 in earned PR and media coverage. Over 1,000 people participated in the launch events. Total TV Audience was 1,905,443 and total online news visitors was 7,429,314 according to Critical Mention. Print and radio media coverage value garnered $45,000. The Venice social strategy targeted messaging to developers, those who worked and live within 5 miles of the Riverfront, dog lovers, event-goers and more. Networks used were Facebook, Twitter and Instagram. The new brand mark was teased and slowly revealed to coincide with the big reveal and media day. Paid Facebook ads garnered nearly 45,000 impressions. Reach of all Facebook posts was 54,000. Twitter garnered over 20.1K impressions, with 41 mentions. The brand launch and campaign promotion that included the animated rendering and delivery of the media kit boxes to potential developers/investors opened the door for Port KC to enter into dialogue that has now created 3 new investors in the mixed-use project with the potential of raising $40 M + in additional investment for the build-out. Our branding, messaging and animation campaign are being used to help create inertia to extend the streetcar to the riverfront.