ROI’s marketing work across several years with Sigal Construction, Carr Homes and other, prominent owners and developers led us to a marketing relationship with Boston Properties, one of the largest owners, managers, and developers of first-class office properties in the United States. ROI’s work with Boston Properties included two of its highly signature properties: 2200 Pennsylvania Avenue, NW, Washington, D.C. and Annapolis Junction in Laurel, MD. ROI was hired to conceptualize, create and produce what turned out to be award-winning, “mother ship” leasing brochures for each property, as follows:
2200 Pennsylvania Avenue
Often called, “the Avenue of the Presidents,” Pennsylvania Avenue offers a limited inventory of street front property for commercial development and few, and always historic, opportunities to create something signature. Originally the site of the George Washington University Hospital, the site became available for redevelopment, when the hospital relocated to newer, larger quarters nearby. Selected to develop this trophy property, one connecting picturesque Georgetown and the city’s upscale, West End and Foggy Bottom neighborhoods to Washington’s Central Business District, the White House and other, federal government buildings and more nearby, Boston Properties created 440,000 square feet of mixed-use space: Offices, 330 residential units and 80,000 square feet of prime retail space for a gourmet grocery store, white tablecloth restaurants, sophisticated cafes and retail service amenities. And, they chose ROI to create what one Boston Properties executive termed, “had to be a true, work of leasing art.”
The result was a show-stopping piece that highlighted the many superb aspects of the building and its offering. Leased up before it even was half-finished, 2200 Pennsylvania Avenue still boasts the logo created by ROI and the first tenant to sign a lease: ROI client Danaher Corporation.
Termed, “the perfect business environment, by design,” Annapolis Junction business park is a superb business campus in a tree-lined setting with convenient access to the adjacent National Security Administration (NSA) and Ft. Meade. Leasing targeted tenants working closely with the government and the armed forces.
Boston Properties required ROI to devise a versatile leasing brochure that could, overall, highlight and promote the development’s many attributes combining contemporary workspace, green spaces and access to federal government and military clients, while also offering customizable, tabbed inserts focused on one or more vertical areas of interest, from floor plans to commuting options.
The leasing packet ROI produced helped Boston Properties to fully lease Annapolis Junction, while also helping garner three design awards for the client and the agency.