Case Studies

Client: The Ferchill Group

Restoration Announcement of Detroit’s Iconic Book Cadillac Hotel

Situation
Detroit’s once-glamorous Book-Cadillac Hotel became a symbol of urban blight after closing its doors in the 1980s. Numerous failed attempts to redevelop it had produced a high level of cynicism in and around the city that the building would ever be renovated.   When the Cleveland-based Ferchill Group put together a successful plan to redevelop the iconic structure in 2006, it faced a challenge of convincing people that this time, the plan was real.
 
Strategy
Berg Muirhead worked with the Ferchill Group to create a signature announcement at the prestigious Detroit Athletic Club featuring the Governor and Mayor that drove home the point that the plan to breathe new life into the Book-Cadillac was real.

Results
The announcement dominated print and broadcast news coverage in the Detroit market as well as reaching national viewers on CNN. More than 200 other media outlets – from New York to Los Angeles and from Seattle to Tallahassee — also have written about the redevelopment of this historic hotel, making it one of the most widely covered development projects anywhere in the country.