Freedom Tower
Amplified the Miami Freedom Tower’s reopening into a global narrative securing 350+ media placements and reaching millions of eyeballs. Through strategic PR and storytelling, we successfully positioned this historic landmark as a premier, “can’t miss” cultural destination.
Client
Miami Dade College
Industry
Arts & Culture
Service
Public Relations
Media Tours
Media Training
Editorial Services
Duration
1 year
OverView
Ahead of the Miami Freedom Tower’s reopening after a two-year restoration, Daring Medium was entrusted with a mission of profound cultural significance: honoring the legacy of a landmark that welcomed hundreds of thousands of Cuban refugees. We crafted a powerful, sensitive narrative rooted in these human stories, driving local and national momentum through strategic PR. By bridging the building’s historic past with its future, we generated a groundswell of anticipation and successfully positioned this iconic monument for its next 100 years.
The Challenge
The reopening of the Freedom Tower was more than just the restoration of a physical space; it was an opportunity to honor the stories of the hundreds of thousands of lives impacted by exile. The narrative had to be approached with the sensitivity and respect these stories deserved, capturing the building's profound historical significance as "El Refugio" for Cuban refugees. The central challenge, therefore, was to craft a compelling story that paid tribute to this legacy of memory and resilience while simultaneously generating excitement for the landmark's future as a revitalized hub for learning and community.
The Solution
Daring Medium provided strategic PR counsel, coordinated national media hard hat tours, prepared spokespeople through media training, and crafted compelling press materials.
The Result
Daring Medium delivered high-impact results, securing sweeping media coverage that amplified the Freedom Tower’s legacy across local, national, and international stages. Our strategic campaign secured 240 TV and radio segments and 110 print and online stories, featuring renowned outlets like The Guardian, Associated Press, NBC Nightly News, and Axios. This blitz generated a combined audience of over 4.8 million and $11.2 million in total ad value, including two front-page covers of the Miami Herald. By transforming a reopening into a global narrative, we successfully positioned the Freedom Tower as a premier cultural destination and a "can't-miss" Miami landmark.
