645 N Michigan
JF McKinney, one of Chicago’s more innovative and successful commercial real estate brokerage houses, was given the assignment of leasing 645 N. Michigan, a retail and commercial office building in the heart of Chicago’s bustling Magnificent Mile. Tenant prospects included professionals in the medical field and high-net-worth venture capitalists and entrepreneurs working out of their homes in the area. The building’s challenge was to attract more of these prospects, and it needed a marketing/sales boost.
Torque developed a campaign theme for 645 that was distinctive, memorable and served as the foundation for marketing efforts. The campaign message, Where Business is Beautiful, was a playful reference to the surrounding culture of high fashion, not only of retailers, but of prospective tenants themselves. A direct mailer and email campaign assumed a distinctive format that resembled an oversized retail price tag. The brightly colored campaign garnered much attention in the industry, in part because of its high fashion giveaway offer – a free pair of Ferragamo shoes for new leases in the building.