One North LaSalle, Chicago IL
Challenge
One North LaSalle was at an inflection point. The building had undergone some radical changes that they needed to communicate to the brokerage community. They had a new approach to suites, had completed the long awaited renovations on the facade, made renovations inside that made it brighter and more modern, and they had a new way of doing deals that was much faster. They needed a marketing campaign that would help them accelerate leasing.
Location
One North LaSalle, Chicago
Property type
Commercial Office
Construction Date
1929
Stories
48
Square Feet
500,000
Architect
Vitzthum & Burns
Owner
MB Real Estate with Hilco
Management
MB Real Estate
Facts
1996 designated as a Chicago Landmark and added to the National Register of Historic Places in 1999
Solution
We created a relevant and engaging campaign that extended to a strategic, integrated program which included both digital elements and street marketing elements. The campaign was a play on “click bait,” with outrageous headlines that enticed brokers to click. The custom affinity targeted digital ads generated 653,486 impressions, and the remarketing digital ads generated 3,985. Leasing activity during the period the digital ads were running resulted in an occupancy increase from 75% to 85%. The forecasted increase in property value is in the range of $10M.
