One World Trade Center

The Challenge

Marino was tapped by Cushman & Wakefield, the Durst Organization and the Port Authority of New York and New Jersey to establish the yet-to-be-built One World Trade Center – formerly Freedom Tower – as a shining beacon for the new Downtown New York City.

With a focus on tenant lease-up, Marino needed to overcome preconceptions in the market about the site’s unique past, concerns about safety / security, and skepticism that the building would ever be completed.

The Solution

The largest challenge at hand was the global concern over the building’s actual completion. To immediately build trust and confidence in the project, Marino devised a global-reaching strategic plan around the message of ‘progress and certainty.’

Once confidence had been established, Marino focused messaging on One World Trade Center’s ‘quality and stature,’ with an eye toward reinforcing the building’s iconic status, leasing its best-in-class office space, and satisfying international curiosity in the project.

Our last step has been to cooperate with new tenants to maximize media awareness of leasing progress and milestones, schedule and manage dozens of media tours, and position the property as the preeminent symbol of the renaissance of Lower Manhattan.

The Results

    Marino has generated over 500 million media impressions for the project. The building has filled over two million square feet to date. One World Trade Center has been established as a premiere, luxury office space destination that includes tenants such as Conde Nast, and as a top tourist destination with lines often forming around the block. The marketing of One World Trade has helped herald the renaissance of Downtown Manhattan, establishing it as a modern, safe and secure center for business and tourism.