Federal Realty Investment Trust

CASE STUDY

Challenge:

Federal Realty Investment Trust (NYSE: FRT) launched a 50th Anniversary campaign. Our branding agency was asked to highlight Federal Realty Investment Trust's history, presence in the market and strong financial performance. To communicate the company’s strengths, Federal Realty partnered with Adam Friedman Associates. We developed a high profile media campaign targeting investors, current and potential retail tenants, the Federal Family, customers, communities and developers.

Strategy:

Based on multiple discussions with FRT’s management, a multi-faceted public relations campaign was developed. AFA’s strategy was based on a multi-layered story approach highlighting the company’s 50-year track record of delivering premium performance, dedicated management team and exemplary corporate citizenship. The program focused on national media including broadcast, online and print outlets as well as regional and trade media targeted at retailers, developers and real estate investors.

Results:

The campaign garnered coverage all year in financial and business publications such as The New York Times, Fox News, Forbes and Bloomberg TV. Additionally, Adam Friedman Associates secured a number of articles in premium trade publications. These include a cover story in Shopping Center Business, National Real Estate Investor, Chain Store Age and Shopping Centers Today. Executives at Federal Realty have also become sought-after commentators on industry issues ranging from financial trends to office REIT offerings to green development.