event site

Top of the Garden

B2B Website & Digital Copy

Synopsis

Sublime weddings, unforgettable corporate launches, birthday parties that shoot for the moon. What do they all have in common? They congregate at Top of the Garden (TOTG), a beautiful aerie above midtown Manhattan.

Copywriting Challenge

Nightlife, parties, skyline views; none of these are new to New York City. But TOTG does things differently: the space is raw and ripe to be cast, like origami. We needed to convey this without sounding clichéd, cheesy, or long-winded.

We also needed to appeal to a wildly mixed readership. Past TOTG clients include top wedding planners, brides, couples, serious socialites, the media, and global corporations such as Ogilvy & Mather, Lululemon, Fruit of the Loom, and Garnier Fructis.

Solution

Our website copy remains spare, giving the images space to glimmer and shine. It’s evocative versus salesy, elegant versus wordy, and it speaks equally to corporate and social readers.

Within two weeks of the launch (November 2012), owner Ashley Jurgensen saw her website leads quadruple, requiring a new marketer to handle the overflow.

Excerpt

On the street, chaos reigns. Up here, everything is possible. In our perch in the sky, the city forms a canvas, a backdrop of brick, contour, and color. But it takes a backseat to the dreamscape crafted exquisitely for you.

What the Client Said…

I am going to let it sink in, but for right now: I want to cry it is so good!”

–Ashley Jurgensen, Top of the Garden (note that Ashley is self-identified as “not sentimental”) This just five minutes after receiving the copy.

MarketSmiths ®

Copywriting for Humans ®

For insights on brand positioning and corporate thought leadership.

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Digital by MadPipe. Photography by Chellise Michael.

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