Media Relations H I LLW O O D P R O PER TIES Securing National Media Coverage for the World’s First Inland Port AllianceTexas is a 17,000-acre, master-planned development featuring the world’s first industrial airport; more than 200 of the world’s leading companies (including 34 listed on the Fortune 500); one of the nation’s leading intermodal rail facilities; and nearly 500,000 residents in and around the project. The development was initiated by Ross Perot, Jr. in 1989, and during its two-decade history it has become one of the leading economic engines in the Southwestern U.S. To bring attention to AllianceTexas’ role in north Fort Worth’s place as the fastest growing region in the nation (2010 U.S. Census), and to highlight several key projects that were under construction, the company hired Cooksey to develop a media relations strategy to generate publicity. SITUATION: STRATEGIC COMMUNICATIONS Cooksey developed a plan with a goal of tying the region’s population explosion and economic success back to the success at AllianceTexas. Key events to leverage would include Super Bowl XLV, of which Hillwood was a host committee founding sponsor; Hillwood’s annual report to the City of Fort Worth; the release of the 2010 U.S. Census; a national media day event at AllianceTexas; and various announcements from the development. STRATEGY: E X E C U T I O N : Upon commencing the campaign, Cooksey initiated a successful national media outreach effort during the week leading up to Super Bowl XLV. This was followed by an ongoing public relations push, using the national media day event as its centerpiece, which included coordinating a multitude of print, broadcast and interactive media interviews. R E S U L T S : Cooksey has been successful in connecting the population growth in north Fort Worth to the economic impact generated at AllianceTexas. Media outreach during the ongoing campaign has yielded dozens of stories or segments in nearly every media platform that covers the commercial real estate industry, including national daily newspaper outlets, regional broadcast media, national commercial real estate trades, both local daily newspapers and regional weekly business journals. 5 5 2 5 N . M AC A RT H U R B LV D. , S U I T E 5 3 0 , I RV I N G , T E X A S 7 5 0 3 8 972.580.0662 COOKSEYPR.COM