Best of CASE District VII Award
 

Institution: University of California, Los Angeles

Title of entry: UCLA acquires iconic downtown L.A. building, fulfilling a decadelong vision

About this entry: In 2023, UCLA made overwhelmingly positive headlines with a groundbreaking announcement – the acquisition of an iconic high-rise in downtown Los Angeles. This strategic move y expanded UCLA's physical presence and opened up new opportunities for growth and engagement in the center of our vibrant city.

We disseminated the news through a multi-faceted communication strategy, leveraging earned and owned media, including our robust social media presence. The comprehensive roll-out aimed to capture the attention of both the university community and the broader public, showcasing the significance of UCLA's expansion.

Earned media played a crucial role in amplifying UCLA's announcement and the university collaborated with local and national media outlets to ensure extensive coverage. While the press release was distributed widely, dozens of reporters received personal attention to highlight the impact of a purchase on the downtown community. Social media generated anticipation for the future transformation of the iconic building with students, alumni, faculty and the general public expressing excitement and curiosity about UCLA's expansion.

This diverse media coverage helped UCLA reach a broad audience and communicate the vision of buying a building nearly 15 miles from campus (many outlets noted that the campus and downtown would be connected by subway in a few short years).

The headlines that spread across the nation reflected UCLA’s message and vision.

Coverage extended beyond first-day news stories, with features in architectural publications, showcasing the acquisition's significance from different perspectives, and a trend story eventually picked up in the New York Times.