Riverwalk

Challenge:

In the 1970s and 80s the first two sections of New York City's master planned community of Roosevelt Island were completed. Primarily comprised of low and middle-income rental housing, the community's lackluster image was further compromised by inconvenient public transportation. Roosevelt Island's newest phase, Southtown, will be comprised of luxury rental and condominium towers, supported by a new subway connection. To achieve market rate rental and purchase prices, the developer, Related Properties, needed to introduce the property in a manner that would alter negative perceptions and drive traffic to the on-site visitors center.


Change Reaction:

Posner Advertising developed an upscale brand identity for the new development. The new name, Riverwalk, emphasized unique attributes like its riverfront location and suburban park-like setting. The campaign of print, interactive and outdoor advertising focused on the property's sophisticated design and finishes, as well as its practical amenities like access to a proprietary subway stop, and quick accessibility to midtown Manhattan. Over 70% of the units offered were sold and prices climbed from an original $400 per sq. ft. to over $700 per sq. ft in less than six months.


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