Despite a significant presence already in the district, Lower Manhattan lacked a vision, unified voice and community among technology, creative and digital media professionals. To compound issues, the district was still associated with finance, constant construction due to 9/11 and Hurricane Sandy, and a lack of nightlife.
HORN set the stage by developing a robust digital presence for the initiative: branding, web and social properties along with an event and launch strategy to maximize visibility of LaunchLM.
HORN’s media strategy included securing a high profile exclusive on the launch followed by broad outreach. Results included:
- Over 300 guests attended the launch celebration
- In attendance were 25 reporters from outlets including Wired, Mashable, PandoDaily, New York Magazine, the New York Post and top tier VCs and influencers.
- HORN’s PR efforts generated over 15 positive feature articles including The Wall Street Journal, WNYC’s “New Tech City,” NY1 News and AlleyWatch among others.