When the W Austin project was announced, you could toss a tortilla chip in any direction and hit a naysayer in the head. The looming question: how would a hip, cosmopolitan residential tower coexist with a city as funky and eclectic as Austin? Our challenge: integrate the capital city into the W story, establish a positive brand image with prospective buyers, and drive sales of 159 residence units prior to its opening.
We didn’t focus our story solely on the W lifestyle. Instead, we painted a picture of a one-of-a-kind lifestyle in the heart of downtown Austin. The Lady Bird Lake Hike and Bike Trail, the shopping and cuisine of Block 21 and, of course, the new Austin City Limits Live at Moody Theater all took center stage in our storytelling. From the welcome center to the website to the suite of sales enablement tools, every touch point was leveraged as an opportunity to reframe the conversation around what it means to live and play in downtown Austin.
Residences were 70% sold prior to groundbreaking and 100% sold prior to opening. As Austin’s exemplar of downtown luxury living, W Austin Hotel & Residences has paved the way for a slew of residential high-rise developments in downtown Austin.