Creating branding elements and a website to generate leads for a gorgeous waterfront luxury apartment was the easy part. The challenge was enticing residences to consider stepping outside, let alone want to move, during record snowfall and record sub-zero temperatures. We needed to reach potential dwellers with a relevant and engaging social media campaign. In the cold months we stayed top-of-mind with an OOH campaign that included bus wraps and we designed an inviting leasing trailer to entice people to visit in the middle of winter.
Despite a winter completion and move-in date, an impressive 30% was pre-leased upon opening, 95% stabilized four months later and 100% leased within seven months of opening.