Designed by internationally renowed architecture firm Foster + Partners and overlooking the Hudson River in Manhattan’s ultra-fashionable West Chelsea neighborhood, 551 West 21st Street was poised to easily attract the attention of countries aspirational and high-earning prospects. However, with many of its 44 residences priced from $8 million to $40 million (at some of the highest prices per square foot in New York City), it was critical to reach a very large number of very high net worth prospects, and that was a more complex challenge. Pursuit’s media strategy orchestrated branding, marketing, and advertising campaigns across multiple print and digital channels in 12 countries using 7 languages, targeting both prospective buyers and the elite brokers who serve them. The strategy also incorporated special events and brand partnerships. The result? High visibility in all the right places drove huge numbers of qualified prospects to sales teams who achieved their sellout goals.
