Italian architect Stefano Boeri travelled to Antwerp to inaugurate his first building on Belgian soil, the Palazzo Verde by Triple Living. Our job was to get the maximum media coverage out of it. It was a great opportunity, and we achieved fantastic results.
We left nothing to chance and did everything we could to reach the most appropriate media to get the most out of the visit. For example, months in advance, we arranged an interview between Mr Boeri and Weekend Knack, a glossy magazine that's been on the market for a long time. They agreed to interview Boeri before he travelled to Belgium. This procedure (under embargo) is necessary if you want coverage in lifestyle print magazines. To attract the other media, we changed the story's angle according to the target audience of the different media. This also worked so that we had to coordinate a veritable media merry-go-round at the time of the visit. Stefano Boeri went from one interview to the next, alternating with some photo shoots in between. For PR, it was great to see how a kind of dance developed between the architect and the journalists on the roof of the Palazzo Verde. A dance that, thanks to our strategic approach and the collaboration with our Italian partners, resulted in a wide range of coverage: lifestyle press (Weekend Knack), international design press (Dezeen and DAMN°), local (ATV, HLN, NB) and national media (VTM Nieuws).