Millennium Tower Boston: Strategic PR campaigns pave the way for record breaking sales & fastest selling residential projects in Boston’s history


The Dare

Redevelopment of Boston’s Downtown Crossing was looming as Bostonians anticipated residents and professionals to once again enliven the historic Burnham Building and restore its urban flare. Luxury residences are uncommon for a thriving downtown area that had previously attracted a mix of families and business moguls. Millennium Partners Boston, a longtime luxury real estate client, leaned on Glodow Nead to raise the pre-completion profile of the company’s two newest residential/office developments, each poised to re-establish Boston’s vibrant community with the right campaign: Millennium Place Boston and Millennium Tower Boston.

The Scheme

Millennium Place Boston, a first-of-its-kind luxury residential building, was already a visionary development poised to herald the transformation of its neighborhood. The table was set, so GNC went to work creating a series of compelling narratives that showcased the development’s many innovations.
To create anticipatory buzz, GNC invited select media to witness the installation of site signage that featured QR codes which used animation to bring the building’s construction to life. Broadcast stations interviewed locals as their handheld devices displayed the interactive media. Next, GNC leveraged the opening of the state-of-the-art sales center by introducing journalists to the project via one-on-one preview tours. Key contacts from top regional publications engaged with the interactive technology, visited the model homes, and became acquainted with the Millennium Place lifestyle. The pre-opening coverage overwhelmingly succeeded in turning new home shoppers into prospective buyers before they ever entered the sales office.
For Millennium Tower Boston, the development was a two-part project that included the renovation of the historic Burnham Building, a designated Boston Landmark, along with the creation of the adjacent residential tower. To highlight the Millennium Tower Boston’s signature culinary offerings, GNC showcased the building’s collaboration with celebrity chef Michael Mina. GNC organized a successful press tour with Chef Michael and Millennium executives in summer 2015, resulting in notable local coverage highlighting both Mina and the developer.

The Upshot

Millennium Place opened to critical acclaim in 2013 and was the fastest-selling residential project in Boston’s history. In September 2015, Millennium Tower Boston celebrated its Topping Off and set new sales records for Boston. GNC secured international and national placements including Conde Nast Traveler China, Harper’s Bazaar China, Forbes Life China, Interior Design, The Wall Street Journal and Bloomberg Businessweek.

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