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Lead Generation and Awareness Building to Market Land Parcels for Public Entity Mass Turnpike Authority

The Opportunity

BG was hired to help market several tracts of land to national developers to activate key strategic parcels owned by the Mass Turnpike Authority. At the time, these parcels were high profile in nature because they would dictate other economic development opportunities in and around the region.

The Strategy

BG conducted a national media relations campaign as well as a creative advertising campaign to effectively reach and activate top development firms. With creative design blending with contextual storytelling, our effort ensured that these parcels were in front of the right decision-makers.

The Result

The campaigns drove a high volume of bids from a diverse group of interested firms, and today, the parcel campaign is an example of how a public entity should market their assets.