The Meatpacking District (MPD)—hub for New York’s wholesale meat industry— had been a growing “hub” since 2000; in June 2003, DKW was retained by the Meatpacking District Initiative (MPDI), an informal business organization formed by more than 60 businesses in the district, to help brand the district and implement a communications program to ensure an increasingly trafficked day and night destination while preserving its history and authenticity.

DKC unleashed an aggressive local, regional and national media relations campaign positioning the MPD as a unique “24-hour ecosystem”—for any time of day, identified and support promotional and partnership initiatives.

Capitalized on MPD’s marketplace history and educated the press on how it “works” today with the addition of the newer entrepreneurial design-focused boutiques and other offerings.

Leveraged the publication of a map of the district to help secure destination stories
Introduced DKC client, Song/Delta Air Lines, as a “sponsor” of the district and leveraged the relationship to create buzz building and newsworthy daytime and evening events
New York Times, USA Today, New York Post, Time Out New York, Lucky, Town & Country, New York Magazine, Advertising Age and Business Week; daytime traffic to the district increased two-fold in 2004.

Contact/Reference: David Rabin, President of the Meatpacking District Initiative; Tel: 212.255.8060 ext. 11; headquarters at Club Lotus: 409 W. 14th Street, New York, NY, 10014