LIGHTS ON TERGESTEO by Publicis Rome for The Carlyle Group

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LIGHTS ON TERGESTEO

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Industry Real Estate
Media Promo & PR, Case study
Market Italy
Agency Publicis Rome
Released August 2012

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: THE CARLYLE GROUP
Product/Service: REAL ESTATE ASSET
Project Leader: Emanuela Locci (Publicis Consultants Italia)
Senior Account: Simona Vitale (Publicis Consultants Italia)
Consultant: Davide Jucker (After Pixel)
General Manager: Sergio Pisano (Publicis Consultants Italia.)
Media placement: One-To-One Interview - Il Piccolo Di Trieste (Daily Newspaper) - 12 May 2010
Media placement: One-To-One Interview - Tele 4 (Local Tv) - 13 May 2010
Media placement: One-To-One Interview - Radio Rai 3 - 13 May 2010

Summary of the Campaign
Palazzo Tergesteo is a 19th century building representing the very heart of Trieste, the image of the city’s splendour under the Hapsburg age. A landmark for local residents and visitors alike, which however saw the building gradually decay in time.

How to regain the charm and prestige lost? How to have the citizenship share the building’s restoration process started after its acquisition by US asset management company The Carlyle Group? How to raise commercial interest in the luxury flats, shops and offices of the refurbished building?

We passed through the historical and cultural landmarks of Palazzo Tergesteo to make the building live notwithstanding the impossibility to visit it through, to point out the very basis of a conservative restoration made with the objective to preserve and safeguard the values, the history and the symbolic power of a work of art which is to live in time.

The result is a unique video performance experience capable to gather top opinion leaders from the Region as well as a free show in which the citizens could be proud to be part of it.

The Situation
The Carlyle Group is a global asset management company with a real estate operation in Italy since 2002. The US fund acquired Palazzo Tergesteo in 2007, with the aim to create value through careful refurbishment. After a meticulous restoration project ending in mid 2011, Palazzo Tergesteo is now likely to regain its original prestige.

But at the same time the owner needs to promote the excellence of the refurbishment and overcome the reticence raised in the local community as a result of the nature of the buyer, a US opportunistic fund quite detached from the local cultural heritage.

The Goal
- Goals: celebrate the completion of the refurbishment of the façade of Palazzo Tergesteo looking at the Verdi Theatre, encouraging commercial interest in the luxury flats, shops and offices of the building by stimulating visits to the sample apartment.

- Target: primary target selected among key opinion leaders of the city (local institutions, entrepreneurs, banks, insurance companies, members of cultural life of Trieste), key contacts of The Carlyle Group and potential acquirers of the flats, offices and shops located in the building.

- Key tools: an in-depth historical study together with a well-structured secretarial organisation in loco.

The Strategy
A PR initiative capable to address a celebration objective through a balanced and lyrical tone and to speak the language of the local community, respectful of local values as well as of the symbolism carried by Palazzo Tergesteo.

It was key in the activity to avoid the loud tones often associated with an international investment company going local and to make the redevelopment of the building visible to the local community without necessarily seeing it.

Execution
A light show held on 13th May 2010 in Trieste and made up of a video performance experience for selected guests (who saw it from the terrace of the Verdi Theatre) and citizens (who saw the show from the Verdi Square).

The project proved to be a well-balanced combination of local community relationship and media relations:

- involving the local community with the screening and invitation of main local opinion leaders, generating a WOM effect,
- creating the light show: coloured lights started to "draw" images on the Tergesteo façade. The lights recalled important characteristics of Trieste: the sea, wind, nature, music, culture, literature
- managing media relations (journalists were previously informed about the event and invited to visit Palazzo Tergesteo’s restored apartments, and see how the historical aspects were respected in the redevelopment. Exclusive interviews were released to the main local titles - TV + press ).

Documented Results
- 210 people attended the cocktail party (upon 280 selected guests originally invited)
- about 200 citizens at the Verdi Square to see the show, which was projected twice.

Interviews with two key media from Trieste:

- daily newspaper Il Piccolo di Trieste (a whole page).
- local Tv Tele 4 interview, then broadcasted 3 news:
- a video was broadcasted during the midday newscast on 13 May.
- interview on refurbishment activities
- post-event news focused on the light show
- the radio newscast of Radio Rai Tre during the newscast broadcasted on 13

May in the morning;
• event mentioned in the "agenda of the day" on the website of Friuli Venezia Giulia Region - www.ilgiornaledelfriuli - and Ansa Friuli Venezia Giulia wire agency.

A video on the light show was also broadcasted on TG 3 Friuli Venezia Giulia.