A residential building in construction nested in west SoHo, 70Charlton needed to promote the different suites and apartments available to future tenants via an e-mail campaign. With the construction phase taking over two years, it was important to regularly shift the focus of the campaign from a simple introduction of the building to a more detailed presentation of the available spaces and of the area.
Throughout the years, three different campaigns were developed. The first one focused on making the building known to the public, presenting amenities and suites, while the second approach was devoted to the neighborhood, focusing on nearby schools, parks and restaurants. Towards the end, as model apartments were ready to receive prospective tenants, the last campaign greeted people in the building, showing real photographs instead of renderings.