2023

NYX Awards - 2023 Grand Winner Winner

Corporate Relocation Campaign - Summerlin

Entrant Company

The Howard Hughes Corporation

Category

Strategic Campaign - Strategic Communications / Other__

Client's Name

Country / Region

United States

Experience Level

Award Agent

The Howard Hughes Corporation’s “Success Lives Here” corporate relocation campaign highlights the community of Summerlin, designed to harness the momentum of people and businesses looking to migrate to America’s most livable cities in our country’s most business-friendly states, including Nevada. Consisting of generated content, earned and placed media, and marketing assets strategically placed in locations outside of Nevada, the campaign targets California and showcases the outstanding quality of life and more affordable lifestyle offered Summerlin.

2022’s social campaign garnered approximately 14 million impressions, with top-performing posts including a digital animation illustrating that for the same cost per square footage a San Francisco apartment can fit fully into the garage of a three-bedroom Summerlin home. Private Airport Placements ran in April, during which time 454% more visitors went to the campaign website, where Summerlin’s campaign garnered 231,000 views in 2022.

Ten banner ads were displayed in San Francisco in April and May, promoting the “The New Commute,” “The New Conference Room,” “The New High Rise”—aspects of the office experience that no longer need to be synonymous with a dense city high-rise, and can be found in Downtown Summerlin in community’s walkable urban core, integrated into the beautiful, open landscape of the Red Rock Canyon National Conservation Area.

As CEOs reimagining their companies’ return-to-office strategies, it is the mixed-use, walkable, amenity-rich environments that are bringing people back to work. Today’s “flight to quality” has shifted the paradigm of commercial real estate, with employees and consumers setting the pace and dictating where businesses want to be located.

In addition to targeted placed media in California, proactive efforts connected with third-party events to pursue earned-media opportunities allowing others to reinforce our narrative. Teddy Liaw is an entrepreneur who launched a tech summit in Summerlin to attract fellow tech CEOs to follow his lead and relocate from San Francisco. The resulting Bloomberg article was published 10+ times throughout Bloomberg’s affiliated Twitter accounts and website pages, which garnered 115+ retweets and pickups from global news sites, MSN and Flipboard, accounting for 195,641,258+ impressions.

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