Positioning these 279 luxurious apartments in the center of downtown Boston as having the best rooftop pool with the best city views.
One Canal entered a highly competitive downtown Boston luxury rental market. Our strategy was to appeal to affluent Millennials and GenXers by focusing specifically on differentiators no one else could claim at the time: a magnificent rooftop pool and amenity center, amazing 360º views and two floors of luxe penthouse apartments. It was the fastest lease-out in Aimco’s history.
We chose a bright color palette that would contrast easily with the black and white urban images we would be using for all the advertising.
The tagline “Haute Urban” was incorporated as a major graphic in to the advertising in order to emphasize the downtown sophisticated nature of the project and the demographic.
20 Park Plaza
Boston, MA 02116