Moving Beyond: TKE Grand Opening

JS partnered with TK Elevator to celebrate their grand opening event and execute a media relations strategy to generate excitement for the new headquarters with their global and local community partners.

industry

Professional Services

service

Creative Events Public Relations

Overview

TK Elevator (TKE) was opening its North American headquarters in Atlanta. As a global leader in the elevator industry focused on advancing innovation, sustainability and digitalization, TKE wanted to raise awareness of their new brand among global, North American and local community leaders who would consider using TKE services in the future.

Atlanta would be home to the three-building complex which includes 205,000 square feet of office space and features the 420-foot-tall Innovation and Qualification Center (IQC) with the tallest elevator test tower in North America.

TKE’s goal was to showcase the many appealing attributes of the new headquarters, including proximity to The Battery and Truist Park, as well as tout its potential as a host venue for future events.

JS was tapped to plan a celebratory grand opening event and execute a media relations strategy to generate excitement for the new headquarters with their global and local community partners.

Approach

Jackson Spalding managed the grand opening event and leveraged local, trade and national news media contacts. This was accomplished by:

Planning an event where guests would be “Moved Beyond” by the panoramic views, innovative technology and southern hospitality.
– Working with vendors to highlight the building spaces through floral décor, balloon installation, AV and lighting set-up.
– Planning music entertainment and photo booth opportunities for guests to enjoy.
– Ensuring catering met guidelines of southern hospitality through food and beverage selections.
Securing government and community leaders to provide remarks, including Georgia Governor Brian Kemp, President and CEO of the Cobb Chamber of Commerce Sharon Mason, President and CEO of the Metro Atlanta Chamber of Commerce Katie Kirkpatrick, and President and CEO of Braves Development Company Mike Plant.
Collaborating with TK Elevator to create a tour of the building that would be exciting for both media representatives and guests.
Featuring TKE’s new brand messaging and colors through the digital Save the Date and email invites.
Providing media relations support through storytelling and outreach out to local, trade and national media outlets for pre-event and day-of interviews.
Creating a run of show to ensure vendors and speakers were prepared for the event.

The Results

While the grand opening was a part of the larger market entry plan, our goal to celebrate the opening with our community partners and establish a positive media buzz was achieved.

at a glance

170

total event attendance

17m

total readership

$321k

ad equivalency