StreetEasy’s 20th anniversary campaign doesn’t mention real estate once

StreetEasy, Zillow’s real estate brand built for NYC, just pulled a wildcard. The brand is partnering with some of the city’s most iconic institutions — Roberta’s, Russ & Daughters, the Guggenheim, Playwrights Horizons — to let New Yorkers book reservations in 2046.

Reserve Your Future, developed with Mother New York, is StreetEasy’s 20th anniversary celebration and an expansion of the “Be a Forever New Yorker” campaign — and a deliberate rejection of category marketing.

While the core campaign celebrates iconic New Yorkers we all aspire to emulate, inspiration alone isn’t enough. StreetEasy needed to make people truly envision themselves here, long term.

New Yorkers who are on the fence about buying don’t need to see more listings. They need to see themselves here in 20 years. StreetEasy’s “Reserve Your Future”  does that by anchoring the brand in restaurants, theaters, bookstores, and bars that make leaving New York feel unthinkable. Every reservation is a prompt to imagine your future self still living here, and StreetEasy is the brand that helped you get there.

How It Works
The activation starts with a simple website reserveyourfuture.nyc, designed in the spirit of classic New York restaurant and hotel reservation aesthetics, incorporating elements like the design and font from the “Be a Forever New Yorker” campaign. Here, New Yorkers can choose from a wide variety of future reservations, broken down by date and time.

“When you’re choosing where to call home, you’re also choosing where to build a life, so we recognize that these iconic neighborhood businesses play as much of a role in New Yorkers’ real estate decisions as StreetEasy does. It’s undeniable that this city has a way of making you choose it over and over again. Reserve Your Future is about celebrating the people who choose New York forever, and the places that make staying impossible to resist.” – Bridget Sullivan, Director of Integrated Marketing, StreetEasy

“In New York City, few things are as sacred or treasured as a hard-to-get reservation. They’ve become both a kind of social currency and a badge of honor worthy of envy and admiration alike. In this activation, we’ve imbued these reservations at iconic New York institutions with something more meaningful than simple exclusivity — a declaration of commitment to the city we love, and life we can’t get enough of.” – Evan Carpenter, Group Strategy Director, Mother New York

Source: Mother New York

  Advertising, Campaign, Marketing, Mother, Mother New York, New York, New York City, StreetEasy, Zillow