Sophisticated Style for City Living
Situated in one of the most culturally rich neighborhoods in Portland, this apartment building, offering beautifully designed small units, needed a strategy and brand that would focus on location, city living and sophistication, rather than unit size.
Think Joule crafted a marketing strategy and identified two target demographics it needed to attract – the young, successful “concrete creative” seeking vibrant urban living, and baby boomers looking to simplify their life.
Capitalizing on the current love affair New York has with Portland, we launched a highly successful photo contest connecting Portland city living to like-minded city dwellers in NYC, creating early awareness and demand.
The PDX-NYC early engagement campaign went coast-to-coast with hundreds of crowd-sourced photos that told a tale of two cities that converged on design, food, art and culture.
High visibility through a paid media campaign, the leasing website and print collateral positioned the building as the choice for those seeking streamlined and sophisticated city living.
Capitalizing on the success of the photo contest, commissioned building artwork brought the work of local artists and photographers together with contest winners, further reinforcing the connection between the urban hubs of New York and Portland.
City Living, Portland Style
Highlighting the exceptional location, elegant design and positioning The Janey as “the” place for sophisticated living, attracted early and sustained interest in the property. Hard hat tours and events solidified the brand and generated early pre-reservations and 100% occupancy ahead of schedule.