First-Ever Lincoln Center Partnership
Print Coverage
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Situation Analysis
Extell Development wanted Avery, a new condominium development rising on Riverside, to stand out from the crowd and offer something very special to buyers.
Tactic
Quinn & Co. Public Relations conceived of and negotiated a first-of-its-kind exclusive partnership with Lincoln Center for the Performing Arts, marking the first time Lincoln Center has partnered with a residential building. The package includes:
- Memberships with discounts on programs and access to Lincoln Center’s patron desk where residents will be able to obtain best available tickets to performances.
- Monthly performances in Avery’s in-house theater and lounge area from musicians, actors and singers as well as “Meet the Artist” programs, which will feature lively, interactive presentations for children.
- Special viewings and discounts on Lincoln Center artwork.
- Lincoln Center will curate the Avery library, offering recommendations for the building’s literature and music.
Results
The Lincoln Center partnership received a coveted Posting feature in The New York Times that ran with a color rendering. This was followed by placements in Time Out New York Kids, New York Home, Haute Living and more.
The partnership was incorporated into Avery’s advertising campaign and became a major part of the overall branding of the building, making it a standout in New York City’s competitive residential real estate market.
