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It's cool to work from the office when your office is at
The World Trade Center.
Photo: Silverstein Properties
Photo: Silverstein Properties
Silverstein Properties is the full-service real estate development, investment, and management firm best known for redeveloping New York's World Trade Center. The company, which operates a portfolio of high-quality assets valued at over $10 billion and has nearly 16 million square feet of real estate, has transformed skylines and enhanced neighborhoods for over sixty years.
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With national office value taking a hit after the COVID-19 pandemic, Silverstein looked to our team to develop several short-form video campaigns that furthered a number of important goals: shifting perceptions about working from the office, creating buzz for Lower Manhattan as a place to live, work, and play, increasing the company's employee engagement on its social media pages, and emphasizing its position as an industry-leading developer.
Bringing Amenity Spaces to Life
Our team determined that Silverstein’s Class A office portfolio would best be shown through its top notch amenity spaces, which needed to be showcased in creative ways that break through the noise on social media.
We developed several unique video concepts that got brokers talking. Top brokers shared the video content on social media and in email blasts, driving new leasing conversations.
Building Buzz for Tenant Experience
With easy accessibility through The Oculus, breathtaking views, and best-in-class amenities, The World Trade Center was best showcased through tenants who bring the bustle to the neighborhood.
We developed a tenant engagement program that allowed us to partner with companies like Spotify, Uber, and Group M to share their tenant experience in creative short videos on LinkedIn.
Placemaking Lower Manhattan
To showcase Lower Manhattan as a 24/7 live, work, and play destination, we developed a digital marketing strategy powered by short-form video content on platforms like Instagram and TikTok.
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Our strategy also included launching an influencer program, which generated more than 10M impressions in its first month. Impressions translated to new foot traffic toward the World Trade Center campus at events and activations.
Flash Mob Makes a Splash​​​
We partnered with Steps on Broadway to host a pop-up dance performance to surprise and delight passersby.
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The activation, social video, and press generated reinforced The World Trade Center as a dynamic destination for fun.
Unforgettable Tenant Experiences
Destination-building required creating unparalleled tenant experiences.
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We developed a series of fitness events for tenants on the terrace of 3 World Trade Center. We also invited social media influencers to attend, who created snackable, shareable content promoting the campus.
Art as Placemaking
Embracing Silverstein's support of the arts as a powerful tool to create dynamic destinations, we facilitated partnerships with artists who developed both work and social media content driving buzz for properties across the Silverstein portfolio.
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Upon the 20th anniversary of 9/11, we partnered with podcast production company MuddHouse Media to develop an audio documentary series for Silverstein, exploring the historic 20-year rebuilding of the new World Trade Center through the voices of those at the center of the action. "Top of the World: Lessons From Rebuilding The World Trade Center" featured developer Larry Silverstein, Mayor Michael Bloomberg, architects, and artists as guests.
The series reached millions of listeners after being picked up in an exclusive licensing deal with SiriusXM.