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Telling The Story of Life North of NYC

Houlihan Lawrence enlisted King & Partners to help them tackle boring suburban stereotypes and transform New Yorkers perceptions of the areas “up north,” encompassing all lands between Westchester and the Catskill Mountains. As the area’s leading residential real estate brokerage with 125 years of experience in the area, no one is better qualified to lead that campaign than Houlihan Lawrence - and no partner was better suited for the task than King & Partners.

Our aim was to help Houlihan Lawrence take ownership of the North of NYC story and connect potential homebuyers to the real estate firm. The most impactful way to achieve this is by telling the story of the people living North of NYC. King & Partners designed, developed and launched a digital lifestyle guide to the areas North of NYC. Visually-driven content is organized through the lens of local personas such as “The Waterfronter” and “The Locavore.” In their stories, local influencers show their favorite things to do, dishes to eat, and places to explore. A custom map lets users filter by category and see where everything exists within the region. The result is content delivered in a meaningful and personal way, showing that the areas North of NYC have something to offer everybody.