PRCO is retained to achieve global buzz and demand for The Residences at Waldorf Astoria amongst potential international purchasers.

PRCO positioned the Hotel and Residences as the Waldorf Astoria brand’s alluring new flagship property in Manhattan.

Waldorf Astoria Pool
Waldorf Astoria Exterior

The strategy is to implement an international PR campaign across six international markets coordinated from the PRCO office in the UK. The objective is to make a convincing investment case to appeal to long term foreign investors and owner occupiers that supports the sales program.

The tactical approach includes promotion of the heritage and landmark status of the building, delivered via a series of individual and grouped media visits. The itinerary allows guests to view the project, tour the Jean Louis Denoit designed sales suite and meet with selected spokespeople.

The team also utilizes spokespeople from the architecture and design team for wider media opportunities in target luxury-orientated publications.