Bringing a beloved icon back to life

October 29, 2013

Photo by Scott Harben
Photo by Scott Harben

Dallas loves a good comeback (we're looking at you, Tony Romo). That's why, when we were approached to help with the reopening of Reunion Tower – the spherical skyline staple known for its fantastic light shows – we jumped at the opportunity to help reshape the Dallas icon's identity.

Since first opening in 1978, Reunion Tower has been known for its incredible views of the city. After a six-year closure, a modern makeover of the observation deck – which we helped rename the GeO-Deck – provides visitors 360-degree views amidst a stunning interior design inspired by the tower's geodesic structure. The engaging technology of the Halo – a series of interactive 55" screens that navigate the circumference of the deck – takes visitors places the naked eye could never see. 

To tell the story of the new Reunion Tower, The Richards Group designed an integrated campaign that reached consumers from every angle. 

Our team of talented designers developed the brand's look and feel through advertising, logos, signage and more. Digital strategists gave Reunion Tower a voice in social media while building buzz online and a sizable organic audience. Our PR team crafted pitches for nearly 500 local and regional media. And we all used our love of Dallas to shape the user experience of the Halo. 

We even wrote scripts for the elevator ambassadors' 68-second rides to the top. We designed uniforms, team T-shirts, and promotional bumper stickers for opening-weekend guests. A street team drove traffic to a fireworks celebration.

Photo by Andrew Bordwin
Photo by Andrew Bordwin

The results? 

Opening weekend garnered 39 million print and online earned media impressions, and our earned TV and radio coverage reached audiences of 75.9 million. Our social strategists grew our Facebook following from zero to over 45,000 in less than six months. Our digital media team reported the best click-through rate on a mobile campaign that they’d ever seen. And our design team created elements that have become permanent fixtures of the guest experience. 

With an integrated team of agency all-stars, The Richards Group helped Reunion Tower become the most buzzed-about building in more than seven markets for over 96 consecutive hours. From developing our campaign to shaping the GeO-Deck guest experience, we learned the true meaning of building a brand from the bottom up.