Situation
The Rouse Company (Rouse), a leading, publicly-traded shopping center developer was competitively selected to redevelop the City of Coral Gables’ equipment yard. Rouse proposed a mixed-use development comprised of retail, office space, housing and a 4.5 acre park, all in keeping with the character and architecture of Coral Gables. However, the project faced opposition almost from the start and citizens collected signatures in an effort to push for a citywide referendum on the use of public lands.
MRD was retained by The Rouse Company to provide public relations services in support of the project.
Goal
Win approval to build the project.
Strategic Approach
Coral Gables residents pride themselves on the character and charm of its surroundings. Thus, quality of life issues index high among its residents. To that end, the public relations campaign highlighted the top-quality attributes of the project and the track record of excellence exemplified by The Rouse Company in all of its developments.