Marketing & design for the world's most famous office building

Osborn Design Works (ODW) partnered with Lorelli Associates, photographers, and brokers to revolutionize Empire State Realty Trust's (ESRT) portfolio-wide marketing strategy. Together we successfully pivoted deep, traditional CRE advertising strategies and out-of-home (OOH) marketing efforts into the digital realm. This case study explores the strategies and outcomes of this transformative project.

ESRT sought to modernize their marketing approach by:

• Shifting from traditional analog and OOH marketing to a robust digital strategy.
• Implementing email automation to streamline communication.
• Creating compelling landing pages to engage potential clients.
• Launching targeted digital advertising campaigns to increase reach and visibility.

Dual focus: Marketing the Empire State Building Observatory

ESRT needed distinct marketing strategies for promoting the Empire State Building as both:

• a premier, class A, and environmentally focused office space
• ‍and as a top global city, international tourist destination.

By leveraging digital marketing techniques, we were able to effectively reach international tourists and highlight the unique experience of visiting this iconic landmark. Our campaigns included stunning visual content, fun influencer promotions, and targeted social media ads, all designed to showcase the observatory's breathtaking views and historical significance. This digital-native approach significantly enhanced the efficiency and reach of our marketing efforts, attracting a larger, more diverse audience to the observatory.

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This case study represents only a nominal portion of ODW's work with ESRT. If you have a question about this work or are interested in hiring ODW, please reach out.