Despite the hospitality icon’s undeniable Hollywood appeal, a new residential tower, completed during the downturn, had been languishing on the market for years. Adrift with nothing to drive interest but the W brand itself. Time for a re-write.
With the realization that the hotel user was not the residential buyer, we took a more practical lifestyle approach—highlighting on-site amenities and services as an essential support system for a time-starved life in the Hollywood fast lane. The new tagline, “Home, Re-scripted” said it all.
Sales quadrupled, and the Tower was sold out, with the exception of some penthouse units, 30 months from start of campaign. That’s a wrap!