Midtown Tampa is the first urban, mixed-use, walkable project of its kind in Tampa and the catalyst for an entirely new district connecting Westshore and downtown. When complete, the $500 million district will transform an under-served, car-dependent area by adding retail, residential, office, entertainment and hospitality offerings to the surrounding neighborhood and entire Tampa Bay region with many first-to-market and flagship locations that all support a health and wellness focus. Walker’s brand strategy, identity and pre-launch communications brought to life this highly anticipated destination brand and has continued to spearhead multi-channel marketing and public relations as the project evolves in order to secure tenants and drive awareness. Thanks to these efforts, the project was 90% leased just a few months ahead of its grand opening.

Strategy

Working with the full development and planning team, Walker participated in visioning sessions to uncover the most defining aspects of this emerging, new mixed-use district and identify how to best provide vibrancy to such an underserved location. Critical to the story was not only the density that this project would bring to one of most highly visible intersections in the Tampa Bay area, but also the opportunity to connect the two largest districts in the area – Downtown Tampa and the Westshore Business District. The mix of uses provided residents and visitors a contemporary, urban and walkable destination with robust programming to activate public spaces.

The resulting brand strategy included an identity, messaging, and visual kit-of-parts that not only emphasized the connectivity between uses and the broader market, but also allowed for multiple partners to connect their own brand to the master brand. Plus, the tonality synced with the innovation of the collective sub-brands and public realm design. The rollout plan included a fluid set of branded commercial leasing materials, digital media, as well as an ongoing, proactive public relations effort.

Services

• Project Visioning
• Brand Brief
• Name & Brand Identity Guidelines
• Visual Strategy
• Partner Acquisition Presentation Materials
• Website
• Office & Retail Leasing Materials
• Project Announcement Site Signage
• Social Media
• Public Relations
• Public Art Consulting

Success

Walker’s local knowledge and connections, as well as its depth of experience working with large mixed-use projects, has significantly helped drive awareness and interest in Midtown Tampa. From securing pre-development approvals and supporting retail and office leasing efforts, to helping establish key partnerships with CASTO Southeast Realty, LLC, Jeffrey R. Anderson Real Estate, Concord Hospitality and Highwoods Properties, Walker has partnered with Bromley at every stage. Earned media impressions top 1.5 million over a three-year period and continue to grow exponentially. Social media engagement is trending upward and leasing efforts are in full swing, making the Midtown 90% leased just a few months ahead of its grand opening with momentum continuing to build.