Sixty East Eighty Sixth

Sixty East Eighty Sixth

Sixty East Eighty Sixth: Named One of Manhattan’s Top New Luxury Condominiums

The Overview

Our strategy in launching Sixty East Eighty Sixth, Glenwood’s stunning, jewel-box condominium designed by internationally acclaimed Thomas Juul-Hansen, was to tell its story in select, influential media read by the target audience. 

65 million+ media impressions
Positioning among the top 10 Manhattan properties to launch sales
Early sales traction

 

The Story

In a crowded luxury residential marketplace, Sixty East Eighty Sixth Street needed a launch strategy to help the fluted limestone building of fifteen grand, full-floor condominiums stand out.

After analyzing the competition, we identified the property’s unique aspects to maximize its visibility and standing in the luxury market. We strategically presented these pitches to influential outlets to build its identity and create demand.

We teased the news of Sixty East Eighty Sixth in The Wall Street Journal with a story on how the principals of Glenwood, the blue-chip rental brand, were building their first, very special condominium project. We built on this momentum with a stand-alone feature in The New York Times with a color photograph. We followed this with inclusion in a story in The Wall Street Journal that also promoted the neighborhood and an image-heavy slideshow on the widely read real estate blog Curbed.com. 

We also secured a placement for Sixty East Eighty Sixth in Scene, the New York Observer’s lifestyle magazine, which was followed by inclusion in a New York Observer piece on “10 of Manhattan’s Best New Buildings,” which squarely positioned the building just where we wanted it. We continued the messaging in Alexa, the high-end residential real estate pull out of the New York Post. 

 
 

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AKA

AKA

AKA / NYC's First Outdoor Hotel Room

The Overview

We developed New York's first outdoor hotel room and told its story. The world listened, leading to over one-billion media impressions and more than a 100% increase in web traffic.

1,000,000,000+ Media Impressions
Doubled Website Traffic
International Coverage

 

The Story

We had already accomplished the business goal of placing feature stories on AKA as a growing extended-stay brand in The New York Times and The Wall Street Journal, but we needed to break through the clutter of thousands of expensive penthouses vying for the same attention to communicate the impressive penthouses of AKA.

We put a bed out on the terrace in front of the fireplace. We added a five-star camping experience and the opportunity to sleep under the stars with an e-reader loaded with fireside stories, Maison du Chocolate s'mores, cocktails, a flashlight and a state-of-the-art telescope. Price per night: $3,000.

Meeting every marketing goal of the client, we were able to position AKA as an innovative luxury / lifestyle brand in NYC and abroad with placements about the outdoor room in Travel + Leisure, USA Today, The New York Times, The Boston Globe, Irish Times, The UK Guardian, The Sun, Spiegel, Elle Sweden, Vogue Australia and many more.

 
 

Other Case Studies

Case Studies
Sixty East Eighty Sixth
AKA
Oil Nut Bay
The Waldorf Astoria
Hotel Victor
Guerlain Spa

Oil Nut Bay

Oil Nut Bay

Oil Nut Bay

The Overview

We told the story of Oil Nut Bay, an ultra-luxury, vacation-home development on unspoiled Virgin Gorda in the British Virgin Islands. Our strategies resulted in numerous inquiries, leading to the sale of the most expensive home in the Caribbean.

Sales record for the Caribbean
Direct sale of a multi-million-dollar villa
40% sold

 

The Story

To help developer David V. Johnson sell breathtaking island lots and world-class homes priced from $3-$50 million, we set out to promote three things: the pristine, luxurious and harmonic lifestyle of Oil Nut Bay, the fact that the BVI is a politically and financially secure country and now is the time to buy a home in the Caribbean.  

Our media targets were select publications widely read by affluent consumers in the U.S. and the UK.

We conveyed all our messages multiple times in the U.S. in:  The Wall Street Journal, The New York Times, Departures, Centurion, Conde Nast Traveler, The Robb Report, American Express Open Forum, Details and more.  

 

In the UK, our affiliate told the story of the 330-acre development in the sailing capital of the world where home prices have spiked 40% in:  Financial Times, International New York Times, Tatler, GQ House & Garden (UK) and The Globe and Mail among others.

 
 

Case Studies
Sixty East Eighty Sixth
AKA
Oil Nut Bay
The Waldorf Astoria
Hotel Victor
Guerlain Spa

The Waldorf Astoria

The Waldorf Astoria

The Waldorf Astoria / Roof-to-Table

The Overview

Media buzzed worldwide to the tune of 3.5-billion impressions when Quinn developed and executed a multi-faceted, multi-year sustainability campaign around the Waldorf Astoria New York’s new roof-top garden and bee hives.

3,500,000,000+ media impressions 
60+ broadcast segments
Won 2014 Adrian Best of Show for best travel PR campaign of the year, worldwide

 

The Story

The Waldorf Astoria New York called on us to create and execute a sustainability program around its new rooftop garden, including six beehives. The “V.I.Bees” were welcomed in true Waldorf style – black limo, red carpet and liveried staff greeting – as accorded to other arriving dignitaries. We launched the new garden oasis with Tim Gunn planting the last tree. We hosted a honey challenge with sister Waldorf Astoria property, Maui’s Grand Wailea, and its own roof-top honey.  Camera crews and top-tier media swarmed the events.

We recommended strategic ways to integrate the honey and other garden ingredients into the hotel experience while leveraging the Waldorf Astoria brand pillar of authentic moments.  Unparalleled roof-to-table dishes and cocktails with ‘Top of the Waldorf’ honey and garden ingredients were born.  Distinctive roof-to-spa table experiences were launched. Additionally, the roof oasis was added as a stop on the hotel’s historic tour.  The explosive media attention prompted numerous guest inquiries, local community engagement and media requests for interviews and tours.

Media coverage surged around the globe:  Associated Press (three times), Wall Street Journal (twice), New York Times (twice), ABC’s The Chew (twice), CNN, O Globo, Conde Nast Traveler Spain, Robb Report Singapore and Time.com, just to name a few.

 
 

Case Studies

Case Studies
Sixty East Eighty Sixth
AKA
Oil Nut Bay
The Waldorf Astoria
Hotel Victor
Guerlain Spa

Hotel Victor

Hotel Victor

Hotel Victor

The Overview

Quinn re-launched the iconic Hotel Victor on world-famous Ocean Drive in South Beach after new ownership completed an $8-million renovation by renowned designers Yabu Pushelberg.

90.5 million media impressions in 6 months
25% increase in hotel occupancy over the previous year

 

The Story

Hotel Victor, previously one of the most recognized properties in South Beach, had fallen off the consumer radar due to recent and multiple changes of ownership and lack of promotion.  Our goal was to increase consumer awareness and occupancy by telling the story of the refreshed and newly vibrant property with a buzzy South Beach lifestyle via strategic media placements as well as direct to culturally hip global travelers during Art Basel, Miami’s world-class art event.

 

We garnered strategic placements in The New York Times, Architectural Digest, Condé Nast Traveler, Financial Times, AFAR, DuJour, Modern Luxury Interiors, Robb Report, HGTV, NET-A-PORTER and the Miami Herald, among others.  AD named Hotel Victor “one of the hottest new hotels in Miami;” Modern Luxury Interiors called the re-launch a “fabulous reopening,” and DuJour cited Yabu Pushelberg’s “airy wood-and-linen interiors,” the restaurant and the spa as “reasons to return.”

For Art Basel, Quinn secured actor and visual artist Billy Zane to host an invitation-only reception showcasing his new collection of paintings.  This strategic partnership produced celebrity-studded media coverage and recognition among hundreds of global tastemakers in town for Miami’s singular event.  JustLuxe reported that the party turned out “the city’s most elite onlookers at this year’s Art Basel.”

In all Quinn achieved 90.5 million media impressions that helped revive Hotel Victor’s reputation as one of South Beach’s hottest lifestyle hotels and drive a 25% increase in occupancy.

 
 

Case Studies
Sixty East Eighty Sixth
AKA
Oil Nut Bay
The Waldorf Astoria
Hotel Victor
Guerlain Spa

Guerlain Spa

Guerlain Spa

Guerlain Spa

The Overview

With a crucial need to capture local clientele, Quinn’s strategic program for The Guerlain Spa New York helped solidify its position as a leading luxury spa destination for discerning New Yorkers.

44% increase in local patrons
14% increase in repeat customers
68% increase in gift card sales in Dec. alone

 

The Story

The Guerlain Spa New York wanted to increase its share of loyal local clientele, especially those residing in the nearby Upper East Side.  We were tasked with raising awareness for the spa’s advanced skincare technologies, customized services, all en-suite experiences and unmatched amenities amidst the saturated Manhattan beauty market. Driving gift certificate sales was also a key success factor.

We penetrated the local market by targeting journalists and other influencers for customized spa experiences, recommending new on-trend treatment launches and pursuing targeted social media campaigns. To push holiday gift card sales, we developed enticing promotions. We also engaged directly with local target customers by securing partnerships with Kleinfeld Bridal, Soul Cycle, Van Cleef & Arpels, Marie Claire, New York Observer, HudsonMOD, BRIDES, SHAPE, DETAILS, etc.

Local media coverage for the spa snowballed with placements in publications such as the New York Times Magazine, DailyCandy and CBS NY as well as multi-page features in glossy local luxury magazines including Promenade, New York Resident, HudsonMOD, Westport Magazine, Westchester Magazine, etc.  A sharp, steady increase in bookings quickly followed with an overall 44% increase in local guests and a 14% increase in repeat customers. Gift card sales also saw a dramatic 68% increase in a single month.

 
 

Other Case Studies

Case Studies
Sixty East Eighty Sixth
AKA
Oil Nut Bay
The Waldorf Astoria
Hotel Victor
Guerlain Spa