Solution
- Developing storytelling content reflecting the planning intent of each store and key tenant
- Expanding media scope to industry, culture, real estate, and local community sectors; building favorable relationships to maximize positive article opportunities
Results
- Solidifying the status as a leading complex shopping mall operator by utilizing core PR keywords related to shopping, entertainment, leisure, dining, and arts
- Positioning as a community-integrated company through public-interest focused angles centered on ‘coexistence,’ ‘job creation,’ and ‘sustainability’
- Creating industry and local anticipation and minimizing speculative coverage through phased teasing of development projects
- Achieving rapid issue creation for new store openings through press tour invitations, advertorials, and photo press releases
