66 Main:
Redefining a Neighborhood

MetroPartners constructed a new luxury rental building in the heart of Downtown Yonkers, a neighborhood that is experiencing a rebirth. The assignment was to promote the building to prospective renters while also improving the image of the area.

Find Them

Branding Campaign: Created an Urban Oasis Campaign to appeal to the target demographic: young, multi-cultural, professionals. Viral Marketing: The campaign contained a Viral Marketing component consisting of print ads, and collateral, Criagslist classified ads, a sales video and a contest promoted on YouTube.

Reach Them

Brand Identity and Materials: In conjunction with the branding campaign, we created a logo and a brand identity for the building. Web Site Development: A web site that featured Virtual Tours, an Interactive Photo Gallery, a Response System and information on the building and neighborhood. Ongoing Marketing: While the majority of the campaign ran online, we also developed a print campaign that included magazine ads and outdoor ads for Metro North stations along the Hudson Line.

Keep Them

ROI: The campaign resulted in all 160 units being leased within six months, three months sooner than the client projected before the campaign started running. The new building is seen as a sign of progress, attracting many new faces to the downtown area.
Media Buzz: The campaign also generated many positive stories about this once depressed area in the local and mainstream press, including the New York Times, CBS Radio and WABC Channel 7 News. Email: An ongoing email newsletter keeps tenants and the local community informed of new developments and neighborhood events while creating a new sense of community.