540 MADISON: CRE advertising is often pretty straightforward. Show the building, show a floorplan. Boring! We went more conceptual for this boutique Boston Properties office building, creating a series of mailers that each highlighted one unique aspect or advantage of the space: the pre-built and design options, the wide range of shapes, sizes and options available to accommodate virtually any kind of tenant. We used a variety of striking images on the front of the card to grab attention and complement each message. Then we got a little more traditional on the flip-side, showing some photos and floorplans, because we never forget that it’s all about sales. We also developed an accompanying campaign of print ads and eflyers.
250 WEST 55TH STREET: What could you do with dramatic space that featured 25-foot ceilings? We can think of a lot of things – and we did, in this fun campaign for a major new Times Square development from Boston Properties. The building’s second floor has a rare 25-foot ceiling, so we developed a campaign of emails and ads that showed conceptually what you could do with such sky-high ceilings. Like standing several NBA players one on top of the other. Or bringing giraffes to work. As space in the building leased, we also developed a campaign of tenant announcements, including full-page Wall Street Journal ads, to show ongoing momentum in the building.
DOCK 72: There’s been a lot of buzz around NYC about the re-imagined Brooklyn Navy Yard. The old shipyard is undergoing $700 million in new development – its biggest expansion since World War II. One of the key projects is Dock 72, a 675,000-square-foot building being developed by our client, Boston Properties, and Rudin Management, with We Work as the anchor tenant. This sustainable building has a striking, elevated and tiered design… is surrounded by water on three sides… and offers the most coveted amenities imaginable (think: rooftop conference center, valet parking), along with fabulous, unobstructed views of Manhattan and Brooklyn. To highlight this opportunity, we secured prominent placement in several Brooklyn-oriented issues and features of the Commercial Observer, New York’s authority on commercial real estate. We developed targeted, high-profile ads including full cover wraps and four-page spreads to provide ultimate exposure for this innovative building and to peak interest among brokers and potential tenants.
399 PARK AVENUE: This 41-story office building was long known as the historic world headquarters of Citigroup. When Citi left, the building underwent a complete reimagining and the owners needed to make a big statement to reintroduce the property to the market. Part of this rebranding campaign was to develop signage for the site itself – a job they turned to Pace to handle. We created a series of huge bridge signs for the building, to boldly and visibly highlight its transformation and may of the new amenities. These signs took over this block of Park Avenue. If anyone had any question what was happening to “the old Citigroup building”… all they had to do was look up.