The Situation
Jones Lang Lasalle (JLL) Philippines had a visibility problem that didn’t match its expertise. The firm produced thorough quarterly market data in Philippine commercial real estate, but competitors were consistently releasing timely insights first, securing stronger visibility.
The approach they’d been relying on was passive: seed press releases via email and hope for pickups. Many weren’t getting traction. JLL needed a fundamentally different way to present their intelligence.
THE APPROACH
Phase 1: Strategy Shift to Active Engagement
Repositioned JLL’s quarterly market overview from a press release into a real-time media roundtable where media could hear data firsthand and engage JLL’s Head of Research directly.
Phase 2: Targeted Media Curation
Invited 10 top-tier business and real estate journalists. Secured 8 attendees from the country’s most influential outlets.
Phase 3: Roundtable Execution & Follow-Through
JLL’s Head of Research presented real-time insights and addressed questions on the spot. Post-event, maintained momentum with follow-ups and one-on-one media coordination.
THE RESULTS
- 14 Pickups generated, 85% from Tier A outlets
- PHP 19M Earned media value from a single roundtable
- Inbound Reporters began approaching JLL directly for insights
Campaign Highlights:
- 8 of 10 invited top-tier journalists attended
- 85% of coverage came from Tier A media outlets
- Reporters began proactively approaching JLL for future insights
- Team stepped in beyond scope to cover client-side logistics gaps
THE TAKEAWAY
The issue was never the quality of JLL’s insights. It was access. Once media met the experts face-to-face, perception shifted fast. The roundtable changed how reporters categorized JLL: from “another firm sending releases” to “the source I call first.”
- Industry: Real Estate
- Service: PR & Digital Campaigns
- Solution: For Enterprise
