CBRE Calibre Creative Group
Cityline
We designed and developed dynamic activations and hosted a landmark event to show brokers and tenants alike a new energy and ecosystem in downtown Sunnyvale.
How do you activate a ground-up asset for tenants to experience a future state?
Spanning multiple buildings and 1 million square feet of Class A office space, Cityline Sunnyvale is a bold project from Hunter Partners. Cityline combines convenience with modern workspaces, thoughtful amenities and a distinct culture for all day, everyday enjoyment.
As a ground-up project, Cityline’s biggest challenge wasn’t overcoming pre-existing perception or outdated materials. The market needed awareness around the location’s potential. Soon, the development would be buzzing with activity. The focus shifted to activating this “new energy,” enabling brokers and tenants to experience the ecosystem in downtown Sunnyvale.
As a true mixed-use development, Cityline offered a mix of lifestyle, office, retail, wellness and food and beverage. It needed high-quality retailers to attract office tenants, and retailers were looking for office tenants to add to their growing customer base. Both types of tenants needed to understand what was happening and what was driving the vision of the development.
To resolve this dilemma, we collaborated closely with key stakeholders, including Cityline’s retail leasing team and PR, to promote new retailers aimed at generating interest among prospective office tenants. We positioned existing retail spaces, like the AMC Theater, as walkable amenities that tenants could leverage when hosting large events.
We capitalized on event activations on-site by coordinating tours of the local farmers market, “Painting Parties” to showcase the property’s vibrancy, and marketing photography that captured activity in the surrounding community.
Our client, Hunter Partners, contracted MDR Consulting, a public relations firm. Together, we worked to ensure that messaging was consistent across the property and PR was amplified in office leasing pursuits.
Bringing stakeholders into alignment was essential to launching a new suite of marketing collateral for Cityline—culminating in a landmark event that brought the brand to life, attracted attention, drove foot traffic, and made the future of Silicon Valley tangible for our audience.
Spanning multiple buildings and 1 million square feet of Class A office space, Cityline Sunnyvale is a bold project from Hunter Partners. Cityline combines convenience with modern workspaces, thoughtful amenities and a distinct culture for all day, everyday enjoyment.
As a ground-up project, Cityline’s biggest challenge wasn’t overcoming pre-existing perception or outdated materials. The market needed awareness around the location’s potential. Soon, the development would be buzzing with activity. The focus shifted to activating this “new energy,” enabling brokers and tenants to experience the ecosystem in downtown Sunnyvale.
How We Did It
When CBRE Calibre Creative Group was brought onto the project, the strategic situation was complex and post-covid delivery was not in our favor.As a true mixed-use development, Cityline offered a mix of lifestyle, office, retail, wellness and food and beverage. It needed high-quality retailers to attract office tenants, and retailers were looking for office tenants to add to their growing customer base. Both types of tenants needed to understand what was happening and what was driving the vision of the development.
To resolve this dilemma, we collaborated closely with key stakeholders, including Cityline’s retail leasing team and PR, to promote new retailers aimed at generating interest among prospective office tenants. We positioned existing retail spaces, like the AMC Theater, as walkable amenities that tenants could leverage when hosting large events.
We capitalized on event activations on-site by coordinating tours of the local farmers market, “Painting Parties” to showcase the property’s vibrancy, and marketing photography that captured activity in the surrounding community.
Our client, Hunter Partners, contracted MDR Consulting, a public relations firm. Together, we worked to ensure that messaging was consistent across the property and PR was amplified in office leasing pursuits.
Bringing stakeholders into alignment was essential to launching a new suite of marketing collateral for Cityline—culminating in a landmark event that brought the brand to life, attracted attention, drove foot traffic, and made the future of Silicon Valley tangible for our audience.
Powering Up the Brand
First, we enhanced Cityline’s brand with dynamic animations and deliverables that propelled the property’s energy forward. Interactive maps, a custom-built website, and vibrant email campaigns strengthened its digital presence. Elevated marketing materials built leasing momentum, set Cityline apart from competitors, and laid the groundwork for future activations.Launching a Landmark Event
Once the project and teams were ready for tours, the best way to show the broker community Cityline’s buzzing energy and diverse amenities was to get them on site and show them the potential.CBRE planned and executed an event, the 1st Annual Tipsy Putt Takeover, to showcase Cityline’s retailers and office space. Our solution was to create an extended drip campaign, including a custom, interactive microsite made in-house—all designed and timed to draw intrigue and attendance. Playful visuals and interactive elements captured audience interest, while straightforward copy made sure information about the event registered clearly.
If you build it (and market it), they will come.
At the event, integrating nearby retailers and activities into the experience showcased Cityline’s strengths, and a series of informal tours highlighted the office potential of the property. Many brokers stayed after the official event had ended.
At the event, integrating nearby retailers and activities into the experience showcased Cityline’s strengths, and a series of informal tours highlighted the office potential of the property. Many brokers stayed after the official event had ended.
The Results
The Tipsy Putt drip campaign achieved an average open rate of 52%—well above the industry benchmark. The event drew more than 150 attendees, resulting in over 70 on-site property tours and earning a MarCom Gold Award for excellence in marketing.On July 24, 2025, in partnership with Hunter Partners, Cityline announced that Databricks, a data intelligence/AI company, signed a full-building lease for 200 Washington at Cityline in downtown Sunnyvale. The landmark agreement covers the entire 305,000-square-foot office tower.
Additionally, an undisclosed tenant has taken the top 2 floors at 250 Washington for 87,604 square feet.
CBRE Calibre Creative Group was an integral part of marketing this project and bringing Databricks to Cityline.
Let’s reimagine property marketing together.
CBRE Calibre Creative Group’s in-house team of industry leaders delivers award-winning, full-spectrum strategies that open new horizons in commercial real estate marketing.