'Wall Street Journal' article builds buzz for Brooklyn's new residential development

Columbia Commons is a new residential development in the growing Columbia Street Waterfront District in Brooklyn, NY

Name: Nicole Amato, account supervisor, Mediashop PR (New York)
Placement: The Wall Street Journal, June 30, 2010
Timeline: Four weeks

Who is your client and what are its media goals?

Columbia Commons is a new residential development in the growing Columbia Street Waterfront District in Brooklyn, NY. It turned to us to raise awareness in the local media about its new residential offerings and the emerging neighborhood around it.

What made The Wall Street Journal 's Block Party column such a good target for your client and how did you pitch columnist Brittany Huston?

Block Party is in the Journal 's Greater New York section and appeals to the sophisticated local audience that Columbia Commons sought to reach. I had an ongoing relationship with Huston, so I pitched her via e-mail, using the highly anticipated opening of the second phase of Brooklyn Bridge Park as a hook to talk about the great changes that were taking place in this neighborhood.

The New York area has a lot of neighborhoods competing for Huston's attention. How did you cut through that clutter to get this placement?

The opening of the new phase of Brooklyn Bridge Park made coverage timely. Once Huston expressed interest, we quickly arranged for her to tour Columbia Commons with the developer to see the growth firsthand.

We then set up an interview with William Ross, director of Halstead Property Development Marketing, another client of ours. He provided an extensive history of the neighborhood, and connected Huston with a local resident, musician Clarence Penn, who was also quoted in the story.

What was the hit's impact?

The piece brought a lot of attention to the neighborhood and almost immediately began luring new potential buyers to Columbia Commons. The story was also favorably mentioned in an editorial in the local Brooklyn neighborhood newspaper, so the client was really pleased with our work.

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