Portside at East Pier is a Class A residential community with everything going for it. The property touts luxurious amenities, competitive prices in a very expensive market and amazing views of downtown Boston from across the harbor.
Interestingly, those same advantages actually presented the biggest challenge in the marketing campaign; people didn't consider East Boston a residential destination.
To overcome this perception, I created a brand that plays on the pioneering desires of urbanites, challenging them to "Go East" and be the first to discover this emerging neighborhood.