The Real Deal New York

From the May issue: It’s a sign of the times. Marketing companies are relying more heavily on creative guerrilla-style street-level advertising to kick-off pre-sales at new condominiums. One approach involves blanketing a location with so-called wild postings or street posters, an outdoor advertising tactic more commonly used to promote album releases, concerts and store openings. Core Group Marketing is hitting areas in Chelsea, the Lower East Side and multiple neighborhoods in Brooklyn with wild postings for the new residential development 125 North 10th Street in Williamsburg. A series of the same 2-by-3-foot poster is pasted up at entrances to subway stations, on construction fences and on outside billboards.