Archstone Boston Common

Challenge

Archstone Boston Common (ABC), is the first luxury high-rise apartment community to be built in downtown Boston in more than 20 years.  The building is located in what was once a blighted neighborhood that is currently undergoing a renaissance and is in close proximity to other luxury buildings such as the Ritz Carlton Hotel and Condos and the Sports Club LA.  ABC introduced a new style of apartment living with upscale amenities and services rarely seen in Boston. While this apartment community had much to offer, Archstone-Smith, the parent company, wanted a strategic public relations and media relations plan and looked to O’Neill and Associates to introduce its newest development ––to Boston’s media, political and business leaders, and high-end city dwellers.

Solution

O’Neill and Associates developed and executed a media relations campaign that targeted Boston’s opinion leaders. This effort included media outreach to both print and broadcast outlets regarding the grand opening festivities and the quality and unique style of Archstone Boston Common.  O’Neill and Associates then coordinated the public relations for the grand opening event that introduced Archstone Boston Common to the city’s most influential business, political, and community leaders.

The event’s highlights included guest access to the 75-foot infinity pool where guests were greeted by the beautiful “Mermaid Julie” as she took a dip in the pool and by two “Lifestyle Guards” decked out in white t-shirts with clipboards, sunglasses and whistles. O’Neill and Associates also promoted the event’s caterer, the popular James Beard Award winning celebrity chef Mark Orfaly (of Pigalle and Marco fame) who treated guests with custom-order tacos at his Asian Taco Bar in the Club Suite.  In the spa room, guests received hand massages while they enjoyed the plush and serene atmosphere. Through the Club Suite, guests could also sit down in the community Game Room where a Monte Carlo styled card dealer to invite “high roller” guests for a hand of poker or blackjack.  The grand opening provided Archstone Boston Common with the chance to showcase their excellent service and amenities. Guests were invited to tour both a 28th floor penthouse apartment –offering a magnificent view of the Boston skyline and a dirty martini bar –and the 18th floor to walk through a wonderfully furnished model apartment and partake in the “French 75 Bar.”

Results

In addition to creating an outstanding grand opening event attended by more than 300 of the region’s VIPs, O’Neill and Associates helped Archstone Boston Common reach a broad audience of key influencers in the city through media placements in news media, entertainment and lifestyle media, business media, and news and lifestyle columnists.

O’Neill and Associates secured wide-ranging coverage including multiple features in the following media outlets: The Boston Herald, The Boston Globe, Boston SF, Commercial Property News, Multi-Housing News, High Profile Monthly, HotelCondoResort.com, MSN Money, Market Watch, Earthtimes.com, and Sampan Newspaper.  O’Neill and Associates also secured coverage from WCVB TV’s “Chronicle” program and Fox 25. 

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