Hurricane Sandy caused huge damage to downtown Manhattan. Two Gold 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 Two 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 Two Gold.
Even as other apartment buildings came on line in the neighborhood, Two 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 and Digital Activation
Website Strategy & Design
Signage & Wayfinding
leases closed within 3 weeks of marketing beginning
residents starred in the campaign
months to full lease-up
market premium justified