Mon 22 Sep 2014
By Laura Burns
The story of One Fifty One at Biscayne is one of the transformation of a condominium and a community. In less than six months, the North Miami development has gone from two under-performing towers with reputation issues to a luxury condominium destination and an extraordinary opportunity for buyers.
BoardroomPR was brought on to release positive news about the project, but our real estate PR pros had to mitigate the stigma of the property’s infamous history. The two towers, located just off Biscayne Boulevard and NE 151st Street, were built on a former EPA Superfund site. Even though the land was cleaned up and posed no health hazard, potential buyers still had concerns about contamination. In addition, Oleta Parners, which was developing the nearby Biscayne Landing mega-project, was accused of bringing contaminated soil to the land. Press releases and other documents were disseminated as part of an intensive reputation and crisis management campaign to educate the public and improve the project’s image. Part of that reputation management campaign included: (more…)