This email campaign was created to showcase and market the unique opportunity and pure sophistication of the available 57th and 58th floor spaces at ONE Liberty Place (OLP), with coinciding retail space at The Shops at Liberty. The campaign revolved around four (4) user groups / potential tenants: hedge fund / equity tenants, pure retail tenants, sports lounge / museum tenants, and showroom tenants.
The challenge here was getting this campaign out into the world in a timely manner without imagery to show for the interior space. I kept the imagery simple but effective with dramatic skyline views and views of the top of the building, and made the look of the campaign a bit more “mature” compared to OLP’s current email marketing campaign, darkening the photos so the headlines stood out (especially since they were essentially what would grab the reader’s attention). I replaced OLP’s usual tagline, “ONE stands above the rest” with “Stand above the rest” because, although we were showcasing the building, we were also trying to get potential tenants to visualize themselves in the building – making the email campaign about them.
To set the individual emails apart, I used different fonts and verbiage to appeal to each user group. For each user group, rather than just researching what other trophy buildings are doing to simply market a space, I looked at how each user group’s industry advertises to their target audiences, pulling fonts and words for inspiration (i.e.: for the sports lounge / museum user group, I looked into how brands like Under Armour and Nike advertise and speak to their audience, and for the pure retail user group, I looked into how brands like Zara, Anthropologie, and J Crew advertise and speak to their audience).
Deliverables: versatile email campaign that appeals to four (4) different user groups / potential tenants