Downtown Brooklyn Partnership

Branding Downtown Brooklyn as "The Place To Be."

The Challenge

The Downtown Brooklyn Partnership was charged with gaining the support of key stakeholders for the area's redevelopment project. That meant winning over the surrounding community, potential investors, developers, local elected officials, citywide officials, academic and cultural institutions, and the business community.

In order to successfully do so, the Partnership needed to distinguish Downtown Brooklyn from other commercial districts and establish its new reputation as a flourishing business center.

The Solution

Marino developed the Partnership’s key message, that Downtown Brooklyn was “the place to be” – a vibrant business center, retail destination and cultural hub.

We reinforced this idea through specialized messaging for an array of audiences, placing articles in top-tier publications, local media outlets, and through town hall meetings. Business-to-business communications created the buzz that business leaders and merchants lacking a presence in Downtown Brooklyn were “missing out”, which encouraged them to engage in the district.

The campaign succeeded in establishing the Partnership’s credibility among key stakeholders and helped leverage some $200 million in public infrastructure investments into more than $3.4 billion in private investment yielding some 7.8 million square feet of development including over 590,000 square feet of retail space and 236,000 square feet of office space. To date, the result has been 26 new residential buildings with more than 5,200 units of mixed-income housing, four new hotels with more than 1,000 rooms and tremendous growth of academic institutions and cultural projects in the area. .

Today, Downtown Brooklyn rivals any other major downtown around the world.

The campaign continues to garner media coverage, reinforcing the district’s reputation as a great place to invest. Stories have appeared in Associated Press, the New York Times, the Wall Street Journal, New York Post, New York Daily News, Crain’s New York Business, the New York Observer, New York Magazine, US Airways Magazine (in flight), and many other print and electronic outlets.