The year was 2006 and Turnberry Tower was slated to become Rosslyn, Virginia’s first-ever ultra-luxury condominium development. Well known for its luxury real estate projects in Las Vegas, Miami and throughout the U.S., Turnberry was essentially unknown in the Washington, D.C., metro region. According to Arlington Economic Development’s chief, the building of Turnberry Tower represented a dramatic step in Rosslyn’s transformation. When Turnberry Tower opened in 2009, it was the hub of Rosslyn’s cutting-edge development, bringing a new level of sophistication to the city with its 26 floors and 247 residences, ranging at the time from $800,000 to $4 million.
As Turnberry’s Washington, DC communications partner for more than three years, JR Communications worked side by side with corporate and local staff, from demolition of a pre-existing hotel on the construction site through the grand opening and afterwards, seeing the all-important initial sales campaign through.
At the outset, JR Communications crafted and implemented a strategy that included tapping our deep connections in the DC market to build stakeholder relationships and generate goodwill and support for Turnberry Tower by arranging meetings, presentations, and receptions with local and regional government officials, business groups, civic leaders, and other influentials. At the same time, a proactive media relations strategy yielded Turnberry consistent attention and quality coverage. As a result, Turnberry officials were regularly called for expert comment in real estate and economic development articles.
JR Communications designed pre-opening sales, marketing and public relations action plans that included advance “sneak peek” tours to show off the glass jewel’s spectacular views and promote the community benefits and perks of high-end living in a walkable community. To put Turnberry Tower top of mind among prospective buyers and convey its cachet, we also brokered a lucrative media partnership with a leading Washington, DC society magazine.
Upon project completion, we spearheaded a series of well-attended grand opening events and then secured high-profile coverage of “life at the Tower” featuring notable residents, further entrenching the prestige of the project and the brand.
