“This project demonstrates how Houlihan Lawrence is embracing the new frontier of real estate marketing by turning the focus on communities and lifestyle possibilities rather than simply selling houses,” said Chris Meyers, Managing Principal of Houlihan Lawrence. “We chose to produce the guide in a mobile-optimized digital format, making it easy for people to explore our communities as they begin their journey.”
“The suburbs aren’t a blanket statement, and just as the Upper East Side isn’t the Upper West or Brooklyn Heights isn’t Bushwick, there’s personality, quirk and subtle nuance to every town, village and hamlet in our area,” said E.J. Kelley, Content Strategist at Houlihan Lawrence. “We wanted to create something that introduced each of our communities in a compelling, authentic way, shared the stories of what makes each one tick and really resonated.”
Designed by King & Partners, a digital agency specializing in content strategy, design and technology located in NoHo, the visually stunning micro-site is organized through the lens of six local personas – the Villager, the Equestrian, the Trailblazer, the Waterfronter, the Locavore and the Cosmopolitan. Each category profiles a local personality, business owner or influencer who shares their experience and connection to the region. Another cornerstone of North of NYC is its interactive map, a hub for visitors to discover more than 250+ curated stops, restaurants, attractions and more. The map exclusively features independently-owned businesses, speaking to Houlihan Lawrence’s local roots.
“In addition to creating a visually captivating digital experience, our goal was to build an online destination that will tell the many wonderful stories of the northern suburbs and engage users in meaningful conversations,” says Tony King, CEO, King & Partners. “We wanted North of NYC to be a truly unique platform that offers a customized, interactive map of the region and invites people to uncover its best offerings, from local breweries and farm-to-table eateries to organic farms and historic sites.”
“It was great taking part in a project that really captures the richness of living in our area,” says James Caroll, co-owner of outdoor lifestyle outfitter Old Souls in Cold Spring, NY, who is profiled as “the Trailblazer” on North of NYC. “We made the move to Cold Spring from Fort Greene, but even in Brooklyn, we had a dog, a little backyard—we were already living a less-urban life. We know the journey well and see this guide being a great companion.”
North of NYC is an ongoing campaign for Houlihan Lawrence that began with Instagram hashtag #northofnyc. Engaging local Instagrammers through photo contests and promotions, the feed for the tag today includes over 4,000 community-generated images from our area, providing a foundation for the full-fledged lifestyle guide. Through high-end technology, seamless design and creative direction, Houlihan Lawrence is proud to engage locals and city dwellers alike in order to initiate a digital narrative explaining why there’s no place like its home.
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