LAUNCHING THE HIGHEST RESIDENCE IN THE WORLD:
The Penthouse at Central Park Tower

Client
Challenge:
AGEAN was challenged with launching the highest residence in the world: The Penthouse at Central Park Tower in New York City. The home stands 1,416 ft high, and spans the 129, 130 and 131 floors, its 17,545ft2 of interior space and 1,433ft2 of outdoor space, makes it the highest residence in the world with the highest private terrace on the planet. We needed to secure global news, luxury and real estate press – and because of the exclusive nature of the property, we could not host a press event or invite media in for a tour.
Campaign
As a result of AGEAN’s strategic PR plan, AGEAN’s campaign for The Penthouse at Central Park Tower – boasting the highest private ballroom on earth – sought to not only attract billionaire buyers, but also to elevate the overall brand image of SERHANT. As the go-to luxury real estate brand within the competitive real estate industry. We strategized a multi-faceted PR approach to successfully promote the listing to global press.
  • We pitched a print, TV and digital exclusive to secure top-tier features, and we created two waves of press with launch of the listing and then the reveal of the interior.
  • We created compelling, multi-media press materials, including a detailed press release, fact sheet with all the stats and numbers, drone film b-roll showing the height of the residence towering over New York City, high-quality images of the interior, and a SERHANT.-designed microsite www.theoneaboveallelse.com to showcase the property and track interest.
  • We embarked on a mega media pitch launch after the exclusives were live, targeting the most prominent real estate publications, national and global TV shows, and print and digital lifestyle outlets to maximize earned coverage. We secured interviews for Ryan Serhant to talk about the property and share its unique stats and luxe features.

    The launch was so successful, we had national media calling us to cover it during launch week.

    • Results:

    The Penthouse at Central Park Tower was covered in more than 220 press placements, mostly all of which were stand-alone features with visuals. The PR campaign garnered 3 billion earned impressions globally.

    The exclusive video tour by Architectural Digest has more than 1.6 million views on YouTube – one of the highest ever recorded. The press coverage did not just generate awareness for The Penthouse at Central Park Tower as a luxury property and product, it generated interest among the exact, exclusive and elusive billionaire audience.

    Our PR program is award-winning: it won 2 PR Daily Media Relations Awards for ‘Best in Global Media Relations’ and ‘Excellence in Media Relations;’ 3 PRSA-NY Big Apple Awards: ‘Marketing Consumer Product,’ 'Marketing Consumer Product with less than $200,000 Budget,’ and ‘Best in Overall Business Campaign.’