Overview
Brown Harris Stevens Development Marketing and Dart Interests enlisted Magrino to launch The Treadwell, their latest luxury residential condominium development on the Upper East Side. Aiming to establish The Treadwell as a comfortable yet elegant pillar of New York City living, Magrino spearheaded both public relations & social media efforts for the project’s unveiling and major milestones throughout its launch.
Our Solution
Phase 1 Soft Launch: Magrino worked with New York YIMBY, CityRealty, NewDevRev & AD PRO to reveal a first look at the building’s interiors, coinciding with the launch of The Treadwell’s website, as well as the launch of The Treadwell’s Instagram & Facebook pages.
Phase 2 Official Sales Launch: Magrino secured features across a mix of luxury lifestyle, design and real estate publications including Robb Report, Yahoo! Life, CityRealty & Off the MRKT. On social, Magrino shared animated interior & exterior renderings and neighborhood content focused on nearby dining, shopping, and museums to anchor the location and tease what’s to come on property.
Billy Cotton Model Residence Unveiling: Magrino captured iPhone-led video content and created Instagram Reels featuring the model video tours, which resulted in the channel’s top-performing videos. Magrino revealed the Billy Cotton model residences with features and secured trend and roundup coverage from Galerie Magazine, AD Pro and CityRealty among other outlets. Magrino also coordinated an event to unveil the model residences, which was attended by top press, influencers and VIPs, resulting in additional coverage.
Magrino also captured a variety of in-real time event content for events throughout the launch, as well as Reels content of the amenities and other model units to keep the feed diversified and engaging.
Results
Within the first year, Magrino secured 22 press placements and over 451 million media impressions. The Treadwell’s Instagram garnered 2M+ impressions, 8.1k profile visits, 1k+ engagements, 113k Reel views, and an 11.16% average engagement rate.
: @MAGRINOPR