Residential Advertising Campaigns
New luxury residential developments in Manhattan include One West End, Woolworth Tower Residences, 33 East 74th Street, The Sutton, and The Chatsworth. For each of these properities, I've identified sources that provide samples of creative used in the property's marketing campaign. Each of these properties opened within the last three years and features units selling for over $5 million. Whether or not these campaigns have been successful is quite difficult to measure, as each property is so new, with some opening as recently as last year. For a couple of the campaigns, I was able to provide some metrics for success, such as marketing awards, the number of contracts signed, or the amount of press coverage the property received. You'll find a deep dive of my research below.
1. One West End
The marketing campaign for this property from Elad Group and Silverstein properties won a 2016 Gold Stevie Award. The property saw huge success following the marketing campaign, with 100 contracts signed (of a total 246 units) in the first 60 days of the property opening. One West End, which opened in 2017, has prices ranging from $5 million to $20 million. You can find many samples of creative from the campaign on this Twitter hashtag page, and there's another example here. The property's website is here.
This recent development has transformed part of this historic building into thirty-three luxury condominiums. The marketing for the development is being handled by Sotheby's International Realty. You can see multiple examples of the creative around the development on Sotheby's website, including an impressive film of the property. I also found samples from the property's print creative here and here. This article shows images from the property's original teaser website, unveiled in 2014. On the #WoolworthTower Twitter hashtag, you can see some additional marketing images from the property. In addition, the property's website is here. Finally, it's worth noting that this property has received an incredible amount of press coverage, which demonstrates a big success with earned advertising; you can see an extensive list of the property's press here.
This property, managed by Douglas Elliman, features units starting at $4 million. The development, which consists of 10 residences, was completed and opened in 2016. On this page, you can find a full portfolio of the property's creative. In addition, the official website is here, which also features films on the property's architecture and interior design. Finally, this page shows some examples of how the property's penthouse was advertised (it sold in 2016 for $31 million).
4. The Sutton
With prices ranging from $1 to $12 million, this building opened in 2016 in Sutton Place. The property's official website is here. This article shows some examples of how the building advertised one of its penthouses, including photos and floorplans. On this page, you'll see some of the first renderings of the building's architecture and interior design, published in 2015. Finally, on this page, about three-quarters of the way down under "Project Manager", you'll see a slideshow featuring some images from The Sutton's print advertisements.
This property, which opened in 2015, has units ranging in price from $2 million to $10 million. The building was remodeled from a former rental building into the current arrangement, with features 81 co-ops. On this page, you'll see some of the official photos and floorplans released when the building opened in 2015. Here, you can see some samples of creative done for The Chatsworth by Hali Berman. In addition, you'll find the property's official website here.
To wrap up, I've provided samples of creative from marketing campaigns for new luxury residential developments in Manhattan.