CLIENT: The Carlisle
The Carlisle is a luxury condominium complex in Albuquerque. The first tenants were scheduled to move in December 1, 2016. But, on Thanksgiving weekend (2016), an arsonist went on a spree and the Carlisle was one of his targets. People watched the news coverage as the project all but burned to the ground. All that was left was the parking garage structure.
The developer, after getting over his initial shock, had a tough decision to make—take the insurance money and forget about the project, or take the insurance money, recommit and put the team together to raise The Carlisle from the ashes, literally.
He chose to rebuild.
The Sunny505 team was contracted to promote the project with one Key Performance Indicator – have the project 50% sold by the time it reopens.
We utilized two tactics – earned media and electronic newsletters.
We held a series of news conferences during the rebuilding process to keep the project top-of-mind, as well as a big grand opening when it was finished. We also sent monthly electronic newsletters to the business community and realtors.
We received dozens of earned media stories during the rebuilding process. Here are some samples:
The project was 55% sold when it opened.
Albuquerque Journal Coverage
KKOB- TV Coverage