Project Description

CHALLENGE

  • Green builder Full Spectrum, LLC chose Barfield Public Relations to publicize its newest project, 1400 on Fifth, Harlem’s first sustainable, mixed-use building.

SOLUTION

  • BPR conceived an events-based public awareness initiative highlighting both the new building, and the developer’s impact in Harlem.
    • Invited a local children’s arts group to paint the fence surrounding the construction site.
    • Produced Full Spectrum’s groundbreaking ceremony and reception for 400, with media, elected officials, community members and investors attending.

RESULTS

  • Coverage of the building’s grand opening from Major news outlets, including The New York Times, The New York Daily News, Black Enterprise and the Wall Street Journal
  • Coverage by three building/construction trade magazines.
  • 1400 on Fifth also sold out all of its units in under six months.
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