The World-Wide Group's super-luxury condominium complex at 255 East 74th Street was coming to market in 2008, right around the beginning of the financial crisis - an especially difficult time to advertise apartments priced in the $3 million to $18 million range.
World-Wide was in need of a marketing campaign that would reach the right clientele and appease their worries about purchasing a luxury product in such a fragile marketplace.
After determining that a high-profile, glossy ad campaign would be ineffective, Marino moved forward with an understated approach aimed at two potential customer groups: families who already lived on the Upper East Side who might have the desire to move from their pre-war buildings into larger, more modern apartments; and foreign buyers looking for investment properties.
Marino focused our efforts on top daily newspapers, trade magazines and Upper East Side community publications and circulars, conveying the message that three-bedroom apartments are a rarity in the neighborhood. We also targeted international lifestyle publications, emphasizing World-Wide's reputation as a high-end real estate developer and offering the opportunity to invest in one of their projects.
The campaign landed key stories in the New York Times, International Herald Tribune, Upper East Side neighborhood papers, international lifestyle magazines, high-end trade publications and on the BBC. Various placements included features on the need for larger apartments on the Upper East Side.
Within a year, 85% of the units at 255 East 74th Street closed with about three-quarters of the buyers were already living in the Upper East Side.