Rooftop events aim to draw new tenants

NEW YORK: PR firm Full Picture has hit on an innovative promotional idea to gain recognition for a new residential building in Manhattan. The agency organized a series of hip rooftop events to introduce traditionally frosty New York neighbors to one another.

NEW YORK: PR firm Full Picture has hit on an innovative promotional idea to gain recognition for a new residential building in Manhattan. The agency organized a series of hip rooftop events to introduce traditionally frosty New York neighbors to one another.

The events included a Dry Creek wine tasting hosted by Brad Van Liew, skipper of the Tommy Hilfiger Freedom America yacht; movie screenings; a birthday party for DJ Paul Sevigny; a book launch party for Sopranos star Joe Pantoliano; and a real-estate-broker party including a swimsuit fashion show. The result was acres of media coverage for the building, named Atlas, and the start of a new, friendlier neighbors trend.

The agency won the work from incumbent agency Quinn & Co. in June. Since then, photos and stories have appeared in New York magazine, Interview, the New York Post and Paper. The Financial Times also picked up the story, writing about the building and its "living style environment."

The upscale building, located on West 38th St. in Manhattan's fashion district, is also being used as a backdrop for a New York Post fashion shoot. Atlas offers residents floor-to-ceiling windows and views of the Empire State Building. Tenants get a Blackberry device to update them about new services, such as grocery delivery, sunset yoga sessions, and wine tastings.

Nicole Esposito, director of publicity for Full Picture said, "What (the developers) wanted to do was create a new kind of community by bringing all elements of the city together. We helped create that community. The younger element in the building was interested to know who lived down the hall. So we did things ... to bring those people together."

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