BACKGROUND
- REIT instruments were introduced into the Mexican market in 2011.
- Mexico’s portfolio of retail, industrial and service properties at the time benefited the adoption of this instrument created in the US in the 60s.
- REITs allow institutional investors to channel long term resources that enable developers to expand and renew the real estate retail pool.
- In December 2012, we helped file the 3rd IPO of these type of instruments in Mexico, with one billion dollars in income globally, one of the largest in the Mexican market.
- Due to the global nature of the offer, the firm required to meet different legal and compliance standards in terms of the messages to be communicated in each jurisdiction.
- As it was a relatively new investment product in the Mexican market, the business media outlets were not familiar enough with it, and could not differentiate it from the infrastructure business unit of the same brand name.
ACTIVITIES
- Develop initial communication plan and strategy.
- Prepare and adapt the key messages with the legal, investor relations, and corporate communication departments in Mexico and abroad.
- Coordination with the Bolsa Mexicana de Valores to develop the IPO’s media communication strategy.
- Additional interviews for the top executives with specialized outlets.
- Organization of two seminars/press conferences for financeial and business journalists to address the relevant event and provide more details about the basics of the operation and investment.
- Continued advisory for the client throughout the term of the retainer to announce relevant events to the press, such as funding, acquisitions, operational and financial reports, real estate portfolio, market guidance, industry analysis, etc.
- Identification of industry events where the client could participate as a guest to speak about real estate, logistics, industrial, retail, and other properties.
- Daily press summary, and early warningsalerts and recommendations.
- Briefing and social meetings for the client with the top business editors and journalists in Mexico.
RESULTS
- Market opening ceremony on the day of the IPO, followed by a press conference attended by top business and finance reporters.
- Successful coverage and headlines in the top media outlets among target audiences, including key messages and the appropriate use of concepts.
- The news led to an exponential increase of brand awareness in the Mexican market.
- During the activities conducted for the client, share of voice of the brand was above the industry average.
MORE CASES
ARE YOU LOOKING TO EVOLVE, PROMOTE OR PROTECT YOUR BRAND AND REPUTATION?
All rights reserved CARRALSIERRA 2022 | Privacy statement.