Marketing
2
-minute read

International Towers - Premium Sydney Office Precinct

Client case study by:
Jo Sharma
Published on:
February 21, 2024

Engaging a professional community with quality content helped build a pioneering new leasing concept from the ground up.

The challenges our client faced

In 2017, International Towers, a newly developed premium office precinct in Barangaroo, Sydney, faced the challenge of establishing a brand identity centred around its key values of leading-edge design, sustainability and innovation. Even though any company that could afford it would jump at the chance of being based in these gorgeous brand-new buildings in the much-celebrated Barangaroo development, the Towers team sought to engage a curated audience and secure tenants who were strongly aligned with their vision.

And once those tenants arrived, International Towers was determined to be recognised as the "best place to work" through truly engaging communications and an appealing range of premium services.

We were delighted the International Towers team chose Drum Digital to partner with them on this journey, and we’ve been right by their side ever since.

What Drum Digital did  

Digital strategy:

At the start of our engagement in 2017, we conducted a comprehensive series of discovery workshops with the International Towers teams to explore the brand's desired image, core values and goals. This enabled us to create detailed buyer personas, customer journey maps, and a content and digital development strategy that aligned with International Towers’ aspirations.

With this insight, Drum Digital was able to roll out the first phase of a finely tuned content strategy, including blogs, articles and social media posts which perfectly positioned International Towers in alignment with its brand values, attracting a selective audience of highly desired potential tenants. This was also the beginning of a formidable database which today numbers well over 11,000.  

Lead generation:

International Towers commissioned a world-first study by the University of Sydney’s Coaching Psychology Unit, which introduced the concept of a Positive Built Workplace Environment (PBWE) – a holistic approach to workplace wellbeing where positive workplace psychology extends beyond HR functions into building design, interiors and the social environment of a workspace. Recognising the leverage we could achieve with this valuable content and insight, Drum Digital deployed it digitally and it became a hugely successful lead magnet, driving the acquisition of highly desirable tenants. We continue to support International Towers with lease acquisition campaigns and our collaboration is recognised year after year in achieving an incredibly high benchmark tenant occupancy rate.

Tenant engagement:

To support the International Towers vision of being recognised as the “best place to work”, International Towers devised and we marketed and supported the implementation of high-quality added value services, activities and activations to entertain and engage tenants, taking every opportunity to elevate the overall workplace experience for everyone in the precinct.  

Drum Digital continues to manage the International Towers website and internal premium access content, planning, creating and publishing ongoing social media activity, blogs, articles, a widely read weekly email newsletter, and we remain an integral partner in supporting major activation campaigns to amplify the brand message beyond owned channels.

The results Drum Digital delivered

  • Drum Digital's strategies and execution played a pivotal role in ensuring International Towers established a strong brand presence, engaging a curated tenant community with exceptional experiences. Through innovative content marketing, social media management, event promotions, and lead generation initiatives, we successfully elevated the International Towers profile and continue to support its growth as a pioneering corporate workspace in Barangaroo.
  • Organic website traffic alone achieves an average of 2,000 visitors every month, thanks to high quality content that busy professionals still make the time to read.
  • Social media presence thrives with an average of between 400 and 500 interactions per channel per month, thanks to around 40 strategic, engaging, highly relevant posts per month.
  • The International Towers database grows by around 1,500 new highly qualified contacts every year, an average that was maintained even during the COVID-19 pandemic.
  • The weekly email newsletter we produce for the Towers tenants consistently maintains strong engagement, with an average open rate of 37% and an impressive click-through rate averaging 8%.
  • And most importantly for our client, our diligent digital activity has ensured International Towers continues to maintain its target occupancy rate of highly desirable tenants, year, after year, after year.

"The Drum Digital team has been a professional and responsive partner over the past 7 years, providing a broad range of services along with their skilled communication capabilities."
Kim Dawson, Fund Manager international Towers

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Jo Sharma
Founder

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