The Residences at W HollywooD
Redefining Luxury Living in Hollywood
In 2010, The Residences at W Hollywood, a 138-unit luxury condo adjacent to the W Hotel at the world-famous Hollywood and Vine intersection, opened in the midst of the worst recession in generations, and sales were floundering. Fifteen Minutes was engaged in 2012 and tasked with turning the property’s perception around.
Working closely with the new sales force on a multi-tiered plan aimed at re-defining The Residences at W Hollywood, Fifteen Minutes’ strategy included a mix of influencer programming, telling the property’s green story, creative media engagement through press immersion weekends, and top-tier broker activations.
Targeted influencer events for entities included the Trevor Project, Art of Elysium, LA Confidential, The Grammys, as well as a celebrity chef series for top entertainment executives. Additionally, the Fifteen Minutes team brokered a deal between the space and actor/activist Adrian Grenier’s green company SHFT for use as a home base to host industry events and arranged for the property to serve as a location for production uses. Magazine cover shoots secured for talent included James Franco, John Krasinski, Armie Hammer, and Rachel Zoe, among many others.
In two years, Fifteen Minutes’ multi-category influencer strategy rendered heightened industry buzz, increased awareness, lifestyle, business and entertainment press coverage, and most importantly for the client, a jump to 70% ownership by 2013.