432 Park Avenue is one of NYC’s most recognizable buildings–and one of the tallest residential buildings in the western hemisphere. At the base of this iconic tower is 36 East 57th Street and 40 East 57th Street. This elegant new boutique building offers sophisticated office floors and retail space respectively. The prestigious midtown location, directly across from The Four Seasons Hotel, is ideal for high-end office and retail tenants. Pace was hired to create the brand and to market this spectacular new space.
A Milestone Event. A Major Campaign.
On October 4th, CREW New York, the leading organization for professional women in commercial real estate in New York City, celebrated its milestone 40th anniversary with a spectacular gala at the Edison Ballroom in Midtown Manhattan. To brand, market and promote the event across all channels, the organization chose us as its partner.
FEM Real Estate has been a leader in developing, owning, and managing commercial real estate across the United States for over forty years. For their first residential project, they are developing South Beach at Long Branch, a very high-end, luxury condo building on the Jersey Shore. South Beach is the highest-priced ultra-luxury, oceanfront residential project in the region – and it’s truly the best of the best.
But FEM had a problem: sales were flat. They recognized that something wasn’t connecting with their brand and their target audience. So they engaged Pace, for help branding and marketing the project. Together, we created a whole new look and brand for South Beach at Long Branch. Here’s what we did.
Historic Condo Teams Up & Wins Big with Pace
The Bristol Palm Beach was designed to be the most luxurious waterfront condominium tower to ever overlook exclusive Palm Beach Island. Kudos to developer Flagler Investors LLC. Through their expertise and extraordinary vision, they assembled the perfect team of architects and designers to bring Palm Beach something it has never seen before. When Flagler engaged Pace to help brand and market this visionary project, only a few sales were completed. Our objective was to launch the project going into the Palm Beach season. Then, to carry that momentum through a range of advertising and marketing initiatives that would help lead The Bristol from groundbreaking to sellout. Three seasons – and three Super Bowl spots – later, this historic property has been topped off and is 90% sold out. It has also set its share of records along the way.
Here’s what we did to help Flagler crank up the sales…
The Lofts Pier Village: Not Your Father’s Jersey Shore!
When nationally acclaimed real estate developer Extell Development Company decided to develop its first New Jersey project, they teamed up with renowned Kushner Companies to create The Lofts Pier Village. This new community of high-end condominium residences is located right on the beach in Long Branch, NJ. Their goal was lofty: to change the architectural vocabulary of the Jersey Shore. How? By bringing a chic, modern, urban Manhattan aesthetic to a popular Jersey Shore destination.
To help accomplish this, they called on Pace. We were engaged to create a highly stylized, fully integrated branding campaign for the project. We began by developing a sleek, contemporary logo and elegant artist renderings. From there, we created a website and a high-end brochure. We also developed emails, ads, and everything in between, including a stunning sales center. This modern, chic, appealing campaign has set the tone for the project – and raised the bar for Jersey Shore projects to follow. Read More
Our client, George Comfort & Son, has a BIG challenge – and a very unique opportunity: how to market a HUGE block of space at 28 East 28th Street in NoMad.
This is the first time in 20 years that such a monumental block of space came available in the building. With a contiguous block of 377,583 rsf on 8 floors of 55,000 and 33,000 rsf, this is ideal headquarters space. Comfort entrusted Pace to deliver some logical, magical solutions to get the attention of brokers and make them realize the tremendous potential of this space. We love a good challenge – and here’s what we came up with…
We’re proud to share that Pace was honored this month by the Metropolitan Builders & Contractors Association of NJ (Metro), at the Metro Builders’ 2017 Awards of Excellence. Metro is a professional trade organization affiliated with the New Jersey Builders Association (NJBA) and the National Association of Home Builders (NAHB). The organization promotes and protects all segments of the residential building industry in the Garden State (Essex, Morris, Union, Somerset, Warren and Hunterdon counties). Every year, Metro honors the work and achievements of its members and associate members. Kudos to all of this year’s winners – and thanks to the association for honoring Pace with five awards this year: Read More
We were thrilled to win first place in this year’s Real Estate Marketing Awards (#REMAS) in the category for “Best Real Estate PR Campaign”! #REMAS is a creative competition to recognize and award the best Content Marketing projects, agencies and marketers in the Real Estate industry, presented by The Content Funnel. The winning PR campaign is one in which we strategically crafted content into engaging homeowner testimonial stories, to successfully drive traffic to a new home community. We’re grateful for the honor and also thankful to The Content Funnel for featuring Pace on their blog to discuss this winning campaign. Read more about our campaign in this interview, which we’re happy to share here on our blog as well. Read More
We’ve been pleased to work with our friends at Ornstein Leyton Company (OLC) on the branding and marketing of their newest project, Vineyards at Blue Point. And we’re excited to share some of our work here. As one of the only new 55+ lifestyle communities on Long Island, the Vineyards presented an outstanding opportunity for OLC… and for us, as well. Read More
Following our work on the successful, speedy lease up of The Giovanni, Red Apple Group engaged Pace to handle the branding and marketing of its newest luxury rental building, The Margo. This chic new luxury rental building happens to be right next door to The Giovanni in Fort Greene, Brooklyn. We’re excited to share that in only one month, over 40 units were leased at The Margo. Here’s how we put our marketing and branding expertise to work successfully on this exciting project!