Situation
As part of its “Innovation 2017” plan, Mitsui Fudosan America (MFA) aimed to grow the company’s $39 billion portfolio by adding high value-added real estate development projects in U.S. gateway cities, such as New York, San Francisco, Seattle and Washington, D.C. To do so, MFA had to stand apart from the flurry of other foreign real estate investors and developers, especially those who entered the U.S. market in the 1980’s and then fled during the real estate downturn a decade later.
Solution
We employed a strategic marketing communications consulting strategy to support Mitsui Fudosan Groups’ corporate reputation, with two main focuses: We ensured an alignment with Tokyo, and highlighted the continued success in the U.S. market, including trophy office buildings 1251 Avenue of the Americas and 55 Hudson Yards, in New York.
Find out more about how we work with real estate investors and developers through our marketing communications and PR practice.