Silverstein Properties and the World Trade Center

After a nine-month agency review, The VIA Group was selected to help Silverstein Properties develop and launch a campaign to promote the new 7 World Trade Center and its future properties, including the Freedom Tower. This is a great honor to be involved in such an important and inspiring undertaking.

How does one approach such a delicate and critical marketing challenge? By changing one's perspective.

On Sunday, November 20, 2005, our first initiative will be launched: the announcement that 7 World Trade Center at 250 Greenwich is open for business. The New York Times Magazine, Forbes, Fortune and other leading publications will feature a dramatic ad insert inviting visionary leaders to see the enormous opportunity awaiting them at 7 WTC.

The ad, under the headline “To leaders with vision, your office is ready,” is a dramatic double gatefold of the view from the top of the new building looking northeast. This is a completely nontraditional approach to real estate marketing, not showing the building but rather what the building does for its occupants.

This keepsake-quality insert speaks to the power of New York City and the people who make this country great--those who believe in and make a better future.

Advertising Age Take-over: Go Big or Go Home

See how Infinity and VIA took over Advertising Age...

On Monday, October 31, a first in advertising history was accomplished.

Advertising Age,
the leading publication in the advertising industry, was taken over by our client Infinity Broadcasting. Every ad in the October 31 book celebrates Infinity's launch of its new lineup replacing Howard Stern on a new format called FREE FM. The radio industry will never be the same again, and everyone will know it.

From strategy and planning to creative and execution, VIA worked night and day on a healthy diet of pizza and passion to make this happen. And in the end, what have we learned? That big ideas require epic leaps of faith, boundless energy, intense collaboration and a perfect balance of that which makes us crazy and that for which we would give our right arm.

That's how you change the game--go big or go home.