In 2011, executives from the World Trade Center approached mOcean with a big marketing problem: how do you convince business leaders to move their companies to a place where 3,000 people tragically lost their lives? Before we came onboard as their agency of record, leasing agents used a conventional PowerPoint deck that highlighted a lot of impressive facts and figures about the new towers. But without a new narrative to replace the story of our national tragedy, prospective clients often discussed their worst memories, making a successful pitch difficult.

At mOcean, we pride ourselves in our ability as narrative marketers to create stories around brands that consumers connect with rationally and emotionally. We made it our goal to change the narrative of the World Trade Center into a story of revitalization, re-urbanization and rebirth. We wanted to show prospective tenants that by moving in to the new WTC, they would be part of this vision for the future—a very exciting prospect for any leader.

In order to bring this story of the future of Lower Manhattan and the WTC to life, we first designed and built a marketing center in building 7. The multi-dimensional experience transforms the space into a living, experiential story with interactive self-guided tours, animations and videos culminating in a majestic view of the soon-to-be completed site. By telling stories through the eyes of the architects, as well as local residents and businessmen, guests easily imagine themselves as a part of the continuing story of Lower Manhattan.

For years after 9/11, people said the financial district would never come back. But perseverance is an infectious thing, and once it starts, it's very hard to stop. The people who each day remake the World Trade Center into a true destination put in not only their time, but their passion as well. Where facts and numbers failed to sell the vision of the World Trade Center, we provided a platform for real people to share their passion and belief in the project’s promise making it tangible and believable for future tenants. Our strategic insight—the strength of storytelling—has led to a campaign that will continue to reach and inspire the public.

By the end of September, 2011, 7 World Trade Center had reached 100% occupancy, 4 World Trade Center announced its first major tenant and construction of the next two buildings had begun. The 9/11 Memorial at the heart of the WTC project opened to resounding success. And the surrounding area has become a model of sustainable urban development. Our marketing narrative has successfully connected this rebirth of the World Trade Center to the vital spirit of New York. Businesses now realize that by making this unique address their home, they instantly connect to a future of incredible, progressive possibilities.