Boston Properties wanted DPP to develop a campaign to promote Dock 72 – New York’s latest state-of-the-art workplace. A campaign that would ensure the trailblazing workplace didn’t go unnoticed, not only in New York’s busy skyline, but in the Big Apple’s brokerage community too.
DPP decided to start at the beginning, with an invitation to the building’s launch event - literally made of steel - shaped like Dock 72 itself and inspired by its urban and modular architecture.
By following a link printed on their invitation, the brokers were directed to a secret website, where they had access to exclusive content showcasing the benefits of the development and keeping them hooked, up to the big launch. We followed up with a campaign film and printed brochure film which focused more on Dock 72, and all its great features.
DPP are only part of the way through the whole campaign, with a marketing suite and ad campaign coming to help promote the location and development.
Companies
Don't Panic Partners
- Design