VOICE OF DOWNTOWN BOSTON
How do you take a Boston neighborhood that’s been nicknamed “the combat zone” and a build site known as “the scar of downtown” and turn it into the hottest place to live? You don’t just infiltrate the conversation, you orchestrate it.
When Millennium Partners planned to build two luxury residences a block away, they needed to rebrand a stigmatized neighborhood.
We created The Voice of Downtown Boston, a city-based blog dedicated to covering the newest social, cultural and political happenings downtown. We hired a crew of local writers and populated the site with real articles on real Boston experiences, told from a real Bostonian perspective.
As Millennium properties continued to make local and national buzz, The Voice also covered those stories. This, in addition to a partnership with Curbed Boston, allowed us to control the conversation not only about our properties, but about the entire neighborhood as well.