JERDE is a visionary urban design studio creating signature places that deliver memorable experiences and attract more than a billion people each year. For 40 years, JERDE has pioneered the concept of “Placemaking” with more than 120 major projects on six continents. Headquartered in the heart of Downtown Los Angeles, each JERDE client works closely with an equity partner to take a boutique, collaborative approach to the creative process of design and architecture. In 2019, JERDE wanted to create a new position to set itself apart from its competitors, and grow its project portfolio in Mainland China in preparation for it’s 20th anniversary in 2021. Later that same year, the firm launched its Southeast Asia operations. The challenge was to revive brand awareness in Mainland China and introduce JERDE to key potential clients and stakeholders such as government and urban planners in Southeast Asia.
Built an Integrated approach to engage targeted consumers for JERDE via different channels of communications, allowing them to partake in a circle of engagement that increases top of mind awareness about the brand. Each market required a localised story angle to ensure business objectives were met in each market. For Mainland China, it was to set itself apart from its competitors and grow its project portfolio, while in Southeast Asia it was to introduce Asia specific and global projects to the key target audience. Both markets benefited from sharing stories about the LA origin and local leadership. Thought leadership was achieved through spotlighting brand spokespersons with byline articles and speaking opportunities in the region.
We nurtured existing and developed new media relationships on behalf of the brand through proactive media outreach and media events, as well as pushing brand messages through various owned and earned media channels. We also reached out to target government, general and business media in addition to trade media to build lasting awareness among target stakeholders.
Regular high-quality and in-depth editorial coverage in top tier APAC trade publications, including ArchDaily, ID China, ARCHINA, d+a Magazine, Vietnam Investment Review and Bizhub, with over 430 features achieved to date. The coverage, including 26 interview features, had a reach of over 190 million, whilst 92 percent of coverage in Southeast Asia hit target key messaging specific to the region.