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Environmentally Friendly
The Solaire
Sustainable Development
We've all heard of ground floor opportunities, but when the Albanese Organization approached HLDPR, the metaphor was literal.
The real estate development company needed a full-scale public relations program to build excitement and help support the branding and marketing efforts simultaneously being orchestrated by HLD to lease the nation’s first environmentally engineered residential tower.
Throughout the freezing winter months, HLDPR was there as the green building took shape on the Manhattan skyline, and The Solaire’s story took shape in the national press. The agency conducted building tours and orchestrated interviews for print and broadcast journalists attracted by the project’s promise of a healthy urban living environment. This entailed working closely with AO’s many project partners, including the Battery Park City Authority, the building architects, construction team and leasing staff, while developing an intimate understanding of the nascent green building field.
In just a few months, The Solaire received extensive coverage in consumer media including Wall Street Journal, The New York Times, Newsday, New York magazine, ABC News, CNN and the Discovery Channel, among many others, and became a regular feature in the real estate trade press.
Governor Pataki officially inaugurated New York’s and the country’s first green residential tower at a ceremony beneath The Solaire’s signature marquis, constructed of the same solar panels that generate 5% of the building's electricity. Within six months, The Solaire was 100% occupied, with a mounting waiting list.
“We relied on HLDPR completely to manage the publicity for The Solaire and to ensure the effort was professional and comprehensive at every level. We couldn’t be more pleased with the way everything was handled,” said Russell C. Albanese, President of the Albanese Organization.
Since The Solaire’s unveiling, HLDPR and HLD have handled the public relations and marketing for several more Albanese Organization projects, as well as the corporate branding program for the firm. As agency of record for this award-winning real estate developer, HLD continues to position the company for leadership and recognition as it expands the horizons of green building in the nation’s densest market.
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