Rotating Tower Technology Company, headed by architect Dr David Fisher, has hired Rubenstein to handle public relations linked to the launch of its latest project – the Dynamic Tower.
The buildings will use wind turbines and photovoltaic panels to generate energy to rotate each floor individually, creating a continuously rotating work of art. Initial construction for the rotating towers are planned in Italy, the US, and Korea.
The global PR effort, which will focus on media outreach, kicked off with an international press conference in New York last Tuesday, which revealed the first three projects in Moscow, Dubai, and New York.
The first Dynamic Tower in Dubai, which is now open to reservations, will have 80 floors and include residential, hotel, commercial and retail sections. Pre-assembling of the Moscow location, which will be for residential use only, is set to begin in the fourth quarter of 2008.
Richard Rubenstein, president of Rubenstein PR, contacted Dr Fisher after hearing about the project and the agency was hired on May 1.
"Rubenstein Public Relations is advising on branding, messaging and all creative aspects related to the press conference," Richard Rubenstein told PRWeek in an e-mail. "Our wider efforts will also include generating feature stories, design profiles and trade coverage; securing embargoed stories; conducting press tours; and planning special events for the launch of the towers."
Rubenstein, which will be representing the project on a month-to-month basis, also secured the services of German PR firm Faktor 3, which has good experience in the global real estate market.