Creating a Community
Azure Ala Moana, a Honolulu mixed-use condominium tower, was one of the newest residential projects to come to market at a time when most potential buyers preferred to live in the burgeoning Kakaako neighborhood instead. How could we convince them that the Kapiolani/ Ala Moana area is a desirable location as well?
We decided to rebrand the entire neighborhood between Waikiki and Kakaako as “Midtown Ala Moana”, reminiscent of the vibrant neighborhoods in Manhattan and Tokyo.
We created a website, social media accounts, and ongoing content, so that people interested in the new moniker had something to find when they searched online. Additionally we rallied the community around the new name, encouraging neighborhood businesses to display the Midtown Ala Moana decal on their storefronts and gathered community and social media influencers for events, panel discussions, and videos.
Other Case Studies
1288 Ala Moana Boulevard
Suite #104 96814