One South

public relations

Market: commercial real estate marketing • Real Estate

When Tourmaline Capital Partners acquired and repositioned One South, a 40-story $271 Million Class B CBD office tower at Trade and Tryon in Uptown Charlotte to fill major vacancies, they needed help creating buzz and promoting the building to prospective tenants to recoup the $7 Million investment in a new amenity floor.

Following the effects of COVID on office space particularly in Uptown, Tourmaline, along with Trinity Partners, wanted to not only emphasize the benefits of One South, its prime location and newly renovated amenity floor, but also to convey that Uptown Charlotte is back as a desirable place to work and play.

Packaging design, Web analytics, Stakeholder communication, Behavioral targeting, Tourism promotion

With our expertise in commercial real estate, we managed public relations and community outreach for One South, first by developing a strategic marketing plan that clearly outlined the PR, outreach and partnership opportunities.

We helped connect One South with organizations such as ULI Charlotte, CRCBR and Charlotte Center City Partners that could help amplify their presence and the benefits One South offers to their target audience. We organized activations including a weekly live music series, Valentine’s Day heart-shaped Bojangles biscuit giveaway and Yoga on the Plaza – as well as partnering with Charlotte Center City Partners on the Uptown Holiday Market – that drew visitors to One South and created new energy in the heart of Uptown.

We advised the partners on the best time and method to announce new tenant and renovation updates, drafting press releases, pitching media outlets, providing talking points and tracking public relations coverage for the commercial building.

repositioning urban spaces

During our first year, we secured significant media coverage totaling 94 pieces of coverage in top media outlets including the Charlotte Business Journal, Axios Charlotte, Southeast Real Estate Business, Charlotte Observer/Charlotte Five, Charlotte Ledger, regional TV stations and more totaling 4.5 Million estimated views. As a result, the momentum surrounding One South has led to consistent new lease signings and stronger tenant retention which brought the tower that was initially 35% at the start of our assignment to high 80%s today and 90% pre-leased.