1221 Ocean Avenue
Image Re-Brand Generates Stellar Performance

Client:

The Irvine Company, a 140 year-old privately held real estate investment company that is the largest real estate developer in Southern California

Situation:

1221 Ocean Avenue, a luxury ocean-side rental high-rise in Santa Monica, California suffered from stale public perception and below 50% occupancy

Strategy

• Re-position the property by focusing on its unique characteristics to differentiate it from regional competition
• Create an alluring and evocative marketing campaign to support broker and consumer initiatives
• Leverage national and regional media plan, both in-category (luxury) and out-of-category (entertainment industry) to generate traffic and cachet

Solution:

• Create a positioning statement, new brand messaging and “Live Without Boundaries” campaign theme to leverage the unique floor-to-ceiling panoramic views and audience lifestyle aspirations
• Develop new photography visual assets and large folder brochure
• Produce smaller brochure / direct mailers for both consumer and brokers
• Create a consumer direct mail campaign with oversized postcards featuring evocative photos and headlines from the advertising campaign
• Extend to a broker campaign with one-sheets and oversized postcards
• Place full-page ads in Departures magazine and Variety magazine, among others

Results:

• Occupancy soared from 48% to 95+%, with a three month waiting list for penthouse and corner units