The overview
Our strategy in launching Kabin, a design-driven micro-unit complex in the river north Arts District, was to tell its story in select, influential media read by its target audience.
Launched during the COVID-19 pandemic
Urban Land Institute named Kabin a finalist in its “2021 Americas Awards for Excellence competition”, which is widely recognized as one of the real estate industry’s most prestigious award programs
Media Coverage in publications spanning from National design press like dwell to local design media like Modern in Denver; with targeted exclusives in denver’s most read lifestyle magazine, 5280
In less than a year the building was 100% leased. *launched June 2020; leased at 100% by April 2021
The STORY
In a crowded residential marketplace, Kabin needed a launch strategy to help the new residential addition in the River North Arts District stand out from the pack.
After analyzing the competition, we identified the property’s unique aspects to maximize its visibility and standing in the market. We strategically presented these pitches to influential outlets to build its identity and create demand, while crafting the overarching story to complement the micro-units.
We teased Kabin’s development in Denver Business Journal with a story on how the principals of Zeppelin Development, were building their first, workforce housing apartment building that emphasized quality of life for their residents. We built on this momentum with peek inside the unique workforce housing project via a resident of the property in a stand-alone feature in Modern in Denver. We followed this a feature in Dwell that also promoted the neighborhood.
We also secured an exclusive opening placement for Kabin in 5280, Denver’s go-to lifestyle magazine. The project has gone onto earn national praise and gather some sparkling hardware from Urban Land Institute.
Agency PR drove awareness by integrating from the onset of construction and creating a differentiated storyline and narrative for the property. By integrating with the project’s website, social media and internal marketing team, we were able to create standout narratives that drove the projects success through high-impact, earned media placements. We went as far as to make strategic recommendations on who to work with on renderings for the launch, with a clear understanding of how impactful the visual assets were for teasing the project and creating demand before construction completion.
Dwell, “Kabin Modern Home in Denver, Colorado”
