blu, Beverly Hills Advertising Campaign

7 Jul

Click photo to view the slideshow. At 11-stories, blü stands as Beverly Hills’ first and only luxury high-rise residence, offering 360° views, boutique hotel-style amenities and concierge service, including exclusive VIP arrangements with neighborhood businesses. However, because blü was an adaptive re-use project, the property owners faced the challenge of imbuing the former office building with a sleek, sophisticated and sexy image befitting the blü lifestyle. To this end, the Carlyle Group retained WJA’s services to transform blü from exceptional to sensational. Starting with the property’s highly desirable Beverly Hills address in the center of L.A.’s action, WJA created an ad campaign targeting the high-end mover and shaker looking to lease a residence where the five-star lifestyle is an expectation, not a luxury. Additionally, WJA executed a series of marketing initiatives – tasting parties, charity events and street-level happenings – to give prospective residents, leasing agents and influencers an unforgettable taste of life at blü.



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