The transformation of 500 Bourke into a new and innovative commercial office tower provided the opportunity to position the building as a new CBD destination, through an integrated approach that promoted the brand pillars and engaged with all relevant target audiences. Papermill’s approach incorporated a phased PR, media, content and activations campaign that was crafted to support ISPT’s leasing objectives, whilst building a strong brand position for 500 Bourke in the market from construction commencement to post completion.

A monthly organic social strategy ensured that key PR moments were capitalised on as well as sharing key messages from a brand and storytelling perspective. In addition to earned media, A robust paid LinkedIn campaign was employed to target key leasing audiences throughout the development phases.