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The Case

When real estate powerhouse Philips International needed to lease over 600,000 sf in their building located only two blocks south of the World Trade Center site, they turned to Munroe Creative Partners for a fresh campaign that married value to this rare opportunity. 

Our Approach

Munroe developed a campaign that boldly asserted that the “Smart Money is Heading South.” This strong message became the core message as it rolled out over advertising, website, web banners, invitations, property brochure and email blasts. In order to maximize the impact of all direct mail, Munroe developed an attention grabbing “round” mailer with the message “Suddenly, South is Magnetic.” to provocatively intrigue prospective tenants.  A carefully selected list of hot prospects was sent a dimensional guerilla mailer of an engraved compass to further reiterate the value and benefits of 40 Rector, and open the sales channel up for further conversation.

The Result

With lease opportunities not available until 2010, it is still too early to accurately measure the full success of this campaign. However, despite the difficult climate for commercial real estate, 40 Rector has enjoyed a strong response as a result of this campaign.