LONDON — PR, brand-building and digital agency Relevance International has been retained by Lamda Development as the global public relations and digital agency of record for The Ellinikon sustainable smart city outside of Athens, Greece – one of the largest urban regeneration projects in the world.

The project, including residential, commercial, leisure, retail, dining, entertainment, education and athletics elements, is expected to generate 85,000 jobs, represent approximately 2.4% of Greece’s GDP, and improve Greece’s human impact on the environment.

Relevance International – which operates from offices in New York, London and Los Angeles, specialising in commercial and residential real estate, public affairs, design, luxury lifestyle, hospitality and corporate communications – won the bid for The Ellinikon after a competitive, multi-year proposal and vetting process.

In advance of the engagement, the agency has already provided global PR and digital services for The Ellinikon Experience Centre and the initial international unveiling campaign of The Ellinikon over the past two years.

As PR agency of record, Relevance International will be responsible for creating project recognition across markets on five continents. The firm will also expand the digital footprint of The Ellinikon through multi-channel paid ad campaigns to create brand awareness and drive traffic to The Ellinikon website, via PPC advertising, social media marketing, digital partnerships, strategic digital publication placement and media buying.

Relevance International CEO Suzanne Rosnowski said: “The Ellinikon project heralds a new era for the global built environment, and we are beyond excited to represent this mixed-use destination. Our global offices and full service digital and PR elevate awareness for Europe’s newest smart city. In 2022 alone, our global campaign reached the equivalent of nearly one quarter of the world’s population.”