Tower Power

Tower Power

SNAPSHOT

In 2016, leading Chicago real estate developer Magellan Development Group partnered with H5 to support the marketing of The St. Regis Chicago—an iconic 101-story tower and the city’s third tallest building. Designed by world-renowned architect Jeanne Gang, it stands as the tallest structure ever designed by a woman. From the groundbreaking to its grand opening a decade later, H5 worked closely with Magellan to position the tower as the pinnacle of luxury living for high-net-worth buyers across the U.S. Our integrated marketing approach included the creation and launch of No Parallels, a high-end lifestyle magazine, along with a curated series of exclusive events at the property’s Sales Gallery. These efforts, combined with robust earned media and strategic content development, helped bring the unmatched elegance of The St. Regis Chicago to life.

THE ASK

Communication and marketing support for Magellan Development Group, the developers of The St. Regis Chicago, for its property from the early stages of its groundbreaking (2016) all the way through its grand opening (2024).

APPROACH

Sustained hype through the grand opening by showcasing the luxury and architectural significance of The St. Regis Chicago through exclusive first-looks and thought leadership. In the early development phase, we launched luxury glossy magazine No Parallels to appeal directly to affluent clientele before pivoting to a high-profile event series giving high net-worth guests a taste of the tower’s unparalleled luxuries. Through the entire process, we activated strategic storytelling to share updates on the building’s progress, leveraging company C-Suite executives and world-renowned architect, Jeanne Gang, to keep the property in the spotlight year after year.

RESULTS

Drive awareness, conversation and secure media coverage in targeted publications to create interest among the building’s buyer target and ultimately the number of units sold. 

  • Media Relations: Over a decade, H5 secured more than 1,500 earned media placements in international, national and local media outlets which yielded 12 billion media impressions.
  • Marketing Material & Content Development: Through the development of several editions of No Parallels magazine to partner marketing pieces and blog posts, among other content – H5 created more than 300 marketing materials for the property to showcase its unparalleled luxuries.
  • Buyer Events: Designed, planned and hosted more than 20 events at the Sales Gallery and building for potential luxury buyers.