The challenge:

An iconoclastic urban retail developer, this fledgling company came to TMO with an ambitious business model and a minimal media profile.  Thor Equities leverages the untapped value of the urban shopper by investing in malls and other retail properties situated in large cities.  The firm partnered with TMO to attract investors, draw new retailers to malls, build retail traffic and win industry recognition for its novel business strategy.

The strategy:

TMO systematically pitches Thor's aggressive, contrarian business formula to targeted retail and real estate editors nationwide.  Leveraging our "street-smart" understanding of urban issues and our first-name relationships with top business journalists, we decided to carve a distinctive media profile for Thor as a winner with the guts to go against the grain.  TMO conceives and executes mall, store and hotel openings, promotes the company's corporate image, and provides crisis management services.  And we made sure that Thor attracted tier-one attention for such acquisitions as the Gallery at South DeKalb in greater Atlanta, Military Circle Mall in Norfolk Virginia, and the Centro Gran Caribe in Puerto Rico.

The results:

TMO's "street-smart" strategies have erected a powerful, national media platform for Thor Equities.  The media relations initiative has delivered consistent, multiple placements in the Wall Street Journal and the New York Times, top regional dailies, and every major real estate and retail trade publication.  US News & World Report recently ran a flattering, full-page profile of the company’s CEO.  The industry today recognizes Thor as a sector leader.  With such compelling results, the client expanded the account to include major properties along the East Coast.  The CEO says that TMO’s “strategies are an essential part of Thor’s plans for growth.”