80A, an apartment in the iconic 432 Park Avenue famous for being the tallest residential building in the world, was being sold by its owner for $23M and required an elegant & strategic marketing campaign.
REIGN first began with both an identity separate from 432 Park and a concept that stood out from the current luxury market. 80A’s logo is clean yet powerful, reflecting the simple lines of the building and its architecture. The concept formulated for 80A’s overall messaging was “Luxury from dawn until dusk”, walking potential clients through a typical day in the life should they purchase – from waking up to an unbelievable view to lunch in the private restaurant, to a night out in Midtown NYC. This allowed a different lens on its luxury real estate content.
To represent 80A as worth its weight in gold, REIGN had to create golden content for the listing. High-end space photography was taken and utilized in all collateral pieces and communication. On digital platforms that photography was supported by an epic video of the apartment and building itself, accompanied by sweeping views and music that truly made it feel larger than life.
REIGN also set up a 24-hour camera in order to capture a time-lapse of the sunrise and sunset over Central Park that a buyer would experience from 80A’s breathtaking
To watch 80A’s videos, click on the play buttons below.
To showcase the content and information of 80A, REIGN created a website that was included in all forms of communication as the first means of capturing interest.
The site included select images of the apartment, both the listing video and time-lapse of the view, as well as contact information and forms for interested parties.
Outside of industry platforms and additional digital communication, REIGN utilized outside-of-the-box (literally) tactics to get the word out about 80A. A special box was delivered to the top 100 brokers in NYC, which featured a taste of the high life and connected back to the “Luxury from dawn until dusk” theme: a desk clock, Sugarfina champagne bears, and a brochure about the property.
To capture national and international brokers’ attention, curated e-blasts were sent out to top sellers in their markets with invitations to bring clients.