When NYSE-traded Brookfield Office Properties decided to move forward with a $40 million renovation of its downtown regional mall, executive leaders knew they would need to educate the market (retailers, restaurateurs, fashion, and retail brokers) on the Renaissance occurring in Downtown Los Angeles and the area’s pent up demand for shopping – from quality fashion to groceries and beyond. The agency’s campaign started with a widely-covered ceremonial lease signing with City Target, attended by the Mayor of Los Angeles and civic leaders, seen on all major network broadcast newscasts, print and online news outlets. This was followed up by two positive front-page Business Section stories in the Los Angeles Times on the overall renovation program, and successive tenant announcements. Innovatively positioned to the media over an extended period of time, the agency landed coverage in regional newscasts on a consistent basis, in addition to coverage targeting retail and restaurant tenants. The agency completed the lease-up campaign and FIGat7th is now widely recognized as the premier shopping destination in downtown, visited by both residents, workers and visitors alike.