Deep in the heart of Downtown Silver Spring, at the edge of Rock Creek Park and a short walk to Metro, you’ll find The Pearl – rare, beautiful, and filled with light. Where the line between inside and outside is blurred, there’s plenty of room to breathe and grow, and the stresses of everyday fade away like ripples in the rooftop pool. A place to find balance, be happy and Live Wisely.
The Tower Companies delivered beginning of the first phase of a 20 year master redevelopment, known as the The Pearl. The building delivered on the company's promise to build a state-of-the-art living environment designed with the intent of improving the general well-being of each resident. Through extensive research and observation of the general use of space, the building design incorporated the following:
- Natural light: illuminating the majority of the amenity spaces, hallways and individual units.
- Private Green Space: real grass can be found in the internal courtyard and on the rooftop
- Fitness Oriented: the 2-story, fitness center features state-of-the-art equipment and natural light for your workout
- Dedicated Art Spaces: extensive custom screen work and a curated art package that features artists and sculpture from around the US
- Sustainable Design: the construction and materials of the building were selected to meet LEED Gold certification
THE CHALLENGE:
Connecting the lifestyle promise to an audience in the immediate Silver Spring community and surrounding D.C. Metro
STRATEGY & TACTICS
- Virtual Realty Tours
- SEO optimization
- The launch of digital content through the blog and social media channels
- Targeted ad placement
- PR outreach
- Onsite events
- Sustainable Communication
PR COVERAGE
The First Phase of Tower Cos 3.8M SF The Blairs is Nearly Complete
Bisnow | December 15, 2016
Virtual Reality in Real Estate Grows Thanks to One D.C. Developer
Curbed D.C. | December 22, 2016
Where We Live: Luxury apartments in Silver Spring begin leasing
Washington Post | January 17, 2017
Seamless Integration: The Blairs Master Plan
USGBC+ Magazine | March 24, 2017
The Pearl in Silver Spring Uses Park Views, Organic Farm To Connect Residents with Nature
Bethesda Magazine l June 5, 2017
2-hour long open house that invited the local community to tour the building and join for lunch. The event featured virtual realty tours of the building renderings, live music, food bites from a local sustainable restaurant, live yoga demonstration and guided building tours.
Over 40 people were able to learn more about the redevelopment of the property and requested information about leasing an apartment.
Opening soiree for The Pearl featuring "Light the Way", a commissioned meditative art installation by local artist Kelly Towles.
The event featured curated music by DJ Heather Femia, Puree Juice Bar, signature cocktails from three local Silver Spring restaurants, popular food trucks, and a unique experience of walking through meditative light.
The event drew a crowd of over 300 people. Strategic partnerships with Brightest Young Things and local vendors, paired with targets online ads, created engagement with the website and increased email conversions and brand awareness.
SUSTAINABLE COMMUNICATION
Marketing material was created to distribute to the prospects and new residents outlining the sustainable features and wellness lifestyle, which the building promised. It is important to connect the audience to sustainable responsibility, so they would take ownership in their new living space.
