Swain & Associates Takes PR to Extremes

Talk took extreme measures to transform a potentially controversial building redevelopment into a positive publicity opportunity for Swain & Associates.

Controversy surrounded county employees' move from downtown Wilmington to a Swain & Associates' property in mid-town. Swain's desire to publicize its renovation of the downtown property that once housed county employees was twofold: build community goodwill and generate interest in the property among prospective tenants. To tie into the county connection and to demonstrate the significant aesthetic changes Swain planned for the property, Talk created an event theme entitled "Extreme Makeover: County Edition." The event logo mimicked that of the TV series and was used on press materials, T-shirts and site signage. A 20' x 30' rendering was unfurled to "reveal" the planned renovations. Swain & Associates announced the donation of $500 UNCW scholarships to children of all county employees. Publicity focused on the property's positive impact by promoting Swain's ability to transform a downtown building from an eyesore to an eye catcher. The press conference garnered widespread media coverage, including two on-air interviews with the ABC and NBC affiliates and a story in the Wilmington Star News. The Extreme Makeover T-shirts proved to be extremely popular. Additional T-shirts were ordered and delivered to each County Commissioner following the event.