The Buchanan is a historic apartment building in Midtown Manhattan’s Turtle Bay neighborhood. Owner USAA Real Estate hired Red Propeller to develop a repositioning strategy for the community in advance of its relaunch following refurbishment and upgrades.

We started with deep research into the history of the Renaissance-revival building and architect Lafayette Goldstone, current conditions at the community, Turtle Bay and adjacent neighborhoods, and the competitive set. We then developed a target audience, project pillars, a repositioning statement built around the idea of redefining classic New York life in Midtown East, a marketing story, a brand, and project recommendations.

We continued to work with the project team to implement the new brand and story throughout the property’s marketing platform and physical environment. This included reviewing current marketing performance, developing a relaunch marketing plan, creating marketing tools, recommendations for integrating the brand throughout the property, and training staff in how to best sell the story of the community.