The NYC commercial real estate market is tougher than ever, especially for established buildings. In addition to a slowdown in leasing activity, newer, flashier purpose-built offices are getting all the attention. Although One Liberty Plaza is an iconic building, it’s perceived as dated, and its low-ceiling lobby creates an immediate negative impression with potential tenants. Mosaic’s challenge was to find a unique way to shift perceptions of the building from “dated” to “damn, I want to work there”.
Our strategy was to play into our strengths and speak to those who see the value in legacy and craftmanship. After all, “If you know, you know”. From one of the best views of Downtown NY to exceptional connectivity to a timeless address to a brand-new lobby, and more, we knew that One Liberty Plaza was the full package. We needed tenants and brokers to understand our value too. So instead of changing what we told them about our building, we changed how we told them, with a bold, proud, unapologetic, campaign that oozed that confident New Yorker vibe.
Developed while working with Mosaic