Mori Building: Marketing and Promoting a Luxury Residential Brand

Mori Building Co., Ltd. is one of Japan’s leading luxury real estate developers and plays an instrumental role in shaping Tokyo’s skyline. It has long relied on Custom Media’s creative solutions to promote and market its properties.

Since 2008, Custom Media has been a partner of Mori Building and its luxury residential brand MORI LIVING, creating innovative member benefit programs, bilingual marketing campaigns, and collateral, sales promotional tools for international and domestic audiences, and videos that explore Mori Building’s efforts to make Tokyo a truly world-class city.

Selling a Lifestyle

MORI LIVING wanted to create an integrated campaign to reach high-net-worth individuals in the Asian market, promoting the launch of ARK Hills Sengokuyama Residence. To support this campaign, we created high-quality printed marketing collateral and bilingual sales promotion tools—adverts, printed brochures, an iPad eFlyer, and a luxurious presentation folder.

The sales teams successfully sold their full inventory within the targeted timeframe and the campaign was implemented at other properties.

Print, Print, Print

We also took a leading role in the ongoing production of luxury sales promotion and marketing material for MORI LIVING Residences.

From concept to completion, we supported Mori Building’s ongoing need for bilingual sales promotion and marketing material with a strong emphasis on brand identity, high quality, and luxury.

Smiling for a Living

The MORI LIVING Smiles Annual Residents Benefits Program brings exclusive promotions, deals, and services to MORI LIVING residents, in both Japanese and English.

MORI LIVING asked Custom Media in 2010 to advise on and create an annual residents-only benefits program to improve its customer experience. We consulted with the client, suggested ideas, and launched Smiles, a bilingual benefit book, which offers residents exclusive shopping deals and discounted services. It also helps Mori Building’s commercial tenants promote their businesses.

Custom Media delivered the launch issue on a tight schedule, exceeding client expectations, and has since produced this product annually.

Meeting Global Needs

In response to a growing global interest in owning property in Japan for personal use or investment, Mori Building asked Custom Media to launch and produce a quarterly bilingual market report.

We produced the content, quarterly market report, and map in English and Japanese to showcase Mori Building’s knowledge and influence as an industry leader.

The A1-size map featured all major luxury residential properties for sale and lease in Tokyo.

The report has proven to be a valuable source of information for real estate brokers and agents overseas and showcases Mori Building’s extensive market knowledge.

Tokyo’s Magnetic Power

We have produced a series of videos that have helped spread the word about Mori Building’s research and efforts into making Tokyo a truly world-class city.

As official media partner at MIPIM Japan 2015—a global forum for real estate innovators—we not only captured all key moments of the event but also sat down with keynote speakers and helped spread their message effectively.

In an exclusive interview, CEO and President of Mori Building Shingo Tsuji spoke of the magnetic power of cities and their increasing role as agents of social and economic change.

Tsuji also spoke of the opportunities that the Tokyo 2020 Olympic and Paralympic Games will bring, including the increase of visitors to the city, and his hopes that Tokyo will become the center of global business in Asia.

For the video that was produced in 2016, we spoke with Mori Memorial Foundation Executive Director Hiroo Ichikawa about Tokyo and the Global Power City Index, a project run by the Mori Memorial Foundation that ranks the world’s top cities according to factors such as livability, cultural interaction, and environment.

Finally, to accompany a 2018 article in The ACCJ Journal that focused on the Global Power City Index and how Mori Building is promoting Tokyo’s arts and culture to boost the city beyond the upcoming Olympics and Rugby World Cup, we produced an informative, eye-catching video that explored these topics.

For all of these projects, we were responsible for filming, conducting interviews, and editing, and we published all of the videos through our exclusive YouTube channel, In Japan TV.