Bank of America Plaza (BoAP) is the tallest, most iconic building in Atlanta – and the 10th tallest in America. Yet it had a less than flattering image and low tenant occupancy. The Partnership was asked to help refresh BoAP’s image with a social campaign that would boost the quality of the BoAP experience rather than simply increase the quantity of social followers.
Our social team created #BoAPSpeaks, a social campaign spanning across every major social platform that literally gave Bank of America Plaza a personality and voice. The posts highlighted various features of the building – sometimes even tying into other Atlanta attractions and points of interest – to position BoAP as being part of the local community providing everything you could ever want or need.
• #BoAPSpeaks increased brand awareness
• Generated quality and repeated social media engagement