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Hurricane Sandy caused huge damage to downtown Manhattan. 2 Gold Street was an 840 unit apartment building that needed major remediation after the storm. 25% of the building had to leave. This also offered TF Cornerstone the opportunity to upgrade facilities and, hopefully, to get rid of the building’s reputation as the #1 party building in New York. Our challenge was to recruit a huge number of the right kind of new tenants, fast, even as Downtown was full of scaffolding, portable generators and industrial water pumps.
Short of time and budget, CO OP came up with a novel strategy. We identified those tenants that were already in the building and asked them to lead our marketing. We asked them to show what life was really like at 2 Gold and used the resulting images as our marketing and our social media content. Then, we got them to reach out to their social networks with an exclusive offer to live at 2 Gold.
Even as other apartment buildings came on line in the neighborhood, 2 Gold outperformed other rentals. The marketing was rooted in a compelling and competitive promise that told potential renters that this was where superior people would get a superior offering.
Brand Strategy
Visual Identity
Verbal Identity
Brand and Digital Activation
Brand Campaign
Website Strategy & Design
Signage & Wayfinding
Leasing Center