Fifth & West
Marketing & messaging campaign for Austin's latest luxury downtown high-rise residences.by The Mod Studio
Riverside Resources is a prominent real estate development firm that has many of Austin's most notable commercial and residential properties under its belt. Along with one of the city's most well-known real estate brokerage firms, Moreland Properties, Riverside Resources looked to MOD to help them market their latest project, a downtown residential high rise poised to be Austin's fifth-tallest building called Fifth & West.
To promote breaking ground on the project and to presell units, we created a series of strategic campaigns to communicate the Fifth & West experience to prospective buyers. Direct mailers and email marketing communication targeting specific audiences outlined the highlights of the residences and building itself, and print/web advertisements in some of the nation's most prominent publications, like the Wall Street Journal, also attracted interest in the new luxury development. In addition to year-long media planning, MOD developed the messaging platform for the high-rise and worked with the Sales Gallery's architectural team on its launch in the Spring of 2015. A hardbound lookbook and collateral materials with renderings, floor plan details, and reservation information gave prospective buyers further insight into the residential tower, while a strategic social media engagement campaign kept the public up-to-date on progress and notable news. We conceptualized and executed creative for the July 2015 Mid-Summer Soirée event in partnership with Modern Luxury Interiors Texas Magazine that attracted nearly 300 guests to learn more about downtown Austin’s most exciting residential ownership opportunity. Soon after, we partnered with Tesla Motors for "Driven By Innovation," an event highlighting the cutting-edge technology of Tesla vehicles and the green features in each residence at Fifth & West. To formally introduce the development to the public and further generate interest, we partnered with Austin Way Magazine and developed creative for print and digital invitations and event signage for Fifth & West: Unveiled, where never-before-seen renderings and the much anticipated sale model of the structure made their debut.
As Fifth & West takes shape, the number of reservations grows daily and the building is quickly becoming one of Austin's most unique and talked-about residential ownership opportunities.