Originally known as the World Financial Center, Brookfield Place is a complex of office buildings located in Lower Manhattan. Overlooking the Hudson River, the site suffered significant damages during the 2001 attack on the World Trade Center. In 2014, the complex was given its current name following the completion of extensive renovations.
Brookfield Office Properties, owner of World Financial Center, wanted to reimagine the 8 million square feet of office, retail and public spaces as a workplace of the future. In addition to a $250 million renovation, including the addition of a dining terrace and marketplace, complete overhaul of the retail space, and new pavilion that will link directly to the transportation center across the street, the property needed a new name and identity, as well as an irresistible marketing campaign to help lease over 2 million square feet.
Successfully repositioning the property—as well as this area of lower Manhattan—
required a big idea that could successfully support brand and sales communications across all three phases of the site’s redevelopment. Munroe first developed the theme “The World is Changing” to tell the story of the massive renovation. We then built upon that theme with a series of invitations to “be downtown.” The high profile, high-impact campaign was executed seamlessly across print and digital advertising, direct mail and email marketing, web and video.
Within the first three months of phase one, 350,000 square feet of commercial and retail space was leased. Shortly thereafter, an additional 350,000 square feet was leased. Currently in phase two, leasing continues to be strong, and the site has attracted renowned luxury retail and dining tenants. Phase three of the project will be completed in 2015.