Marketing Upscale Apartments in New Haven’s Best Location

When a New York developer began work on what was once the famous Union and New Haven Trust Building – which has stood at the foot of the New Haven Green for nearly a century – he asked Mascola to help navigate the New Haven marketing landscape (which is very different from NYC). Marketing upscale apartments in New Haven requires the establishment of a point of distinction and a different approach to media. We changed the Union’s message to appeal to professionals and scholars with the desire to “Live Higher” and targeted our media – including Pandora radio, social media, paid search, and digital billboards – at just the right audiences.


Since the campaign launched, The Union has gone from 20% occupancy to over 90% in just a few short months.