Overview
Northwind Group is a Manhattan-based real estate private equity firm and debt fund manager. Signature Bank collapsed and was officially shut down last year, creating chaos around who would step in to provide capital that was critical to many real estate deals and the banking ecosystem. Northwind Group was eager and passionate about being a critical key player in the overwhelming amount of media outlets covering the collapse, especially to ensure that the firm and other private lenders were seen as a part of the solution.
Strategy
5W had a conversation with Northwind Group's Managing Partner on the role and narrative they wanted to have following the collapse of
Signature Bank. Not only is Northwind Group a solution but the firm was also a client of the bank, so the team had to ensure that none
of the coverage around this news was overly negative towards the bank. Following the conversation, 5W put together the narrative we wanted
to have, sent it to Northwind Group, got it approved and immediately started pitching reporters spanning broadcast and print across banking,
finance, and real estate outlets. Within hours, we were able to garner an in-person segment with CNBC that week, interviews with The Wall Street
Journal, Bloomberg, Commercial Observer, and more. We knew that this wasn't a one-hit media narrative, and that the role of private lenders would
be critical for Northwind Group's continued success and media profile.
Over the next year and a half, we put together messaging and ensured that all our pitches whether newsjacking, trend commentary or for announcements,
drove home the rise in activity for private lenders due to the status of commercial banks.
Results
Over the past year, the campaign has continued to be one of the driving narratives of 5W's media campaign for Northwind Group. Following the media
coverage of Signature Bank, 5W continued to insert Northwind Group into conversations relevant to private lending and credit throughout last year
and into this year. When New York Community Bank started to experience similar troubles to Signature Bank, 5W was able to reach back out to all
the reporters and producers we worked with earlier to ensure Northwind Group was a part of the conversation. The lending environment has been and
continues to be a prominent narrative in the media that 5W has engaged with on Northwind Group's behalf. Coverage results include more than 2.5
billion impressions across broadcast, print and online placements.
Northwind Group has also consistently had top-tier segments with CNBC and Bloomberg every single quarter over the last year and a half, showcasing
5W's ability to build media relationships with producers that have been long-lasting and sustainable. Northwind Group has had its most active year
yet in 2024, expecting over $2B+ in deals by the end of the year.
As 5W Public Relations has strategically positioned Northwind Group as a leader in private lending during critical banking transitions, explore how our expertise as a real estate PR firm can elevate your brand's media presence.
