Industry & Construction
”History attracts people” – The validity of this claim was once again proven right. The strategy is based on the building’s unique and mystical story. The whole concept with timely targeted activities and target groups is impressive: the forgotten building has been brought to life, raised as a topic of conversation, and a place of interest. Exceptional marketing communications in a conservative industry.
The property long owned by the state of Finland, located in Erottaja, Helsinki, was sold in 2018 to the US-based BlackRock Real Assets. Trevian Asset Management advised on the transaction process, and continued the property development and asset management as local partner for BlackRock.
From the very beginning, the building’s development project had strong focus on effective communication and highlighting the historical features as part of marketing activities. In collaboration with Drum Communications, Trevian developed a storytelling based concept Erottaja2 that emphasized the cultural-historical value of the building and experience as part of the marketing concept. The property itself was also utilized as a live marketing tool through events.
The historic Neo-Renaissance palace has been revived for new use through extensive renovations. Thanks to successful communication, Erottaja2 became one of the 2019 topics in the industry.
“We sincerely want to thank our creative and innovative marketing partners, as well as our open-minded client for their confidence in our ability to develop new concepts beyond the traditional campaigns in the industry. Erottaja2 is a significant success for Trevian”, says Daniel Tuori, Marketing and Communications Director at Trevian Asset Management.