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Coppermine Commons Repositioning

After investing $10 million dollars into this 608,000-sf office campus, Normandy Real Estate needed a partner to reintroduce Coppermine Commons to the market with maximum exposure. 

Avison Young was awarded the assignment and promptly began work on custom property marketing including an email campaign, brochures and a direct mail campaign to highlight the property's significant renovations.

As part of our effort to reintroduce the property, our marketing team also designed several print marketing pieces for an all-encompassing marketing campaign. These included a dimensional mailer sent out to the brokerage community and print advertisements in prominent trade publications, ensuring the widest reach possible for our client while maximizing return on investment.

Consistent and creative marketing throughout the construction process helped the property owner to hit the ground running as soon as renovations were complete. These efforts culminated in a "Big Reveal" even planned and executed by Avison Young. Our goal was to draw the brokerage community out to Herndon in order to showcase the property as a one-of-a-kind project.

By combining powerful visuals with fun and captivating messaging, we hoped to force people to reconsider what was a tired campus as a new, reinvigorated rival of more established locations.

The result was one of the most successful events on the Toll Road in recent years, as hundreds of elite professionals poured into the new cafeteria and amenity spaces.

In order to keep the momentum going, our team also helped put together gift cards to the on-site cafeteria that can be given out following property tours. These have been a huge hit and allow people to sample the gourmet food offerings for themselves.

And the best part of great marketing - great results! Tour activity surged following our Big Reveal, and has continued in the months since.


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