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4 World Trade Center Guerilla Marketing

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4 World Trade Center Guerilla Marketing 2017-01-14T18:49:30-06:00

Project Description

Project Brief

LOCATION: NEW YORK, NEW YORK: As a precursor to the official opening of the 4 World Trade Center building, Silverstein Properties wanted to generate buzz about the building within the Mid and Upper Manhattan districts. The resultant guerilla marketing execution aligned with the overall launch campaign tagline, which was “See 4 Yourself” while appealing to office workers in the targeted locales.

Representative Work Product

Project Description

Coinciding with the official opening of the 4 World Trade Center building, Silverstein Properties wanted to create buzz and positive press coverage about the building. The overall campaign theme was “See 4 Yourself”. The target audience was Mid and Upper Manhattan office workers. The goal was to get these office workers to consider working in the Lower Manhattan district. Thus, the concept was developed to take the view to these workers; in other words, deliver the view of the city they would have every day of their work life if they worked in the 4 World Trade Center. Accordingly, a delivery crew was assembled, a 8′ x 12′ panel resembling a window from the 4 World Trade Center building was constructed, a delivery truck was secured. And for four hours in key locations in the targeted locations of Manhattan the delivery crew “delivered” the 4 World Trade Center view to these districts of Manhattan. Note: This work was conducted during my engagement with Core Twelve.

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