Columbus Square - an ambitious five-building, 710-unit luxury residential development under construction on 97th Street and Columbus Avenue - was scheduled to begin sales during one of the worst real estate markets in history. In addition to rapidly renting hundreds of residential units, the developers were working towards leasing over 500,000 square feet of retail and community space – virtually creating a new neighborhood within a neighborhood untested for this caliber of luxury.
The depressed real estate market would do the project no favors, so Marino created its own momentum by crafting the neighborhood's brand image from that of a fringe area, into a desirable live/work/play environment.
Marino pitched both real estate trade and regional publications, focusing on the development's transformational impact on the neighborhood, while launching a campaign to appease community groups concerned about overdevelopment. We also initiated a targeted campaign for real estate brokers, convincing them that these were must-see buildings, aiming to lease the residential and commercial space at a rapid pace.
The campaign landed positive stories in the New York Times, the Wall Street Journal, the New York Post, the Real Deal and New York Magazine. Some were stories about the building's amenities, while others were features describing the neighborhood as an up-and-coming luxury enclave in the Upper West Side. The units were leased in record time, with a few celebrity tenants in the mix.