The transformation of 500 Bourke into a new and innovative commercial office tower provided the opportunity to position the building as a new city destination, through an integrated PR 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, whist building a strong brand position for 500 Bourke in the market from construction commencement to post completion. Key project and leasing milestones were used to maximise PR exposure and momentum alongside both earned and owned media. 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.