Launching SUMMIT One Vanderbilt, New York’s Newest Observation Deck Experience

Go-To-Market Strategy & Brand Launch
Written By Alexis Melendez

Summary

Launching a new attraction in New York City isn’t just about opening the doors. It’s about convincing people they’ve never seen anything like it before.

As Marketing Manager, I helped lead the go-to-market strategy and grand opening execution for SUMMIT One Vanderbilt, supporting a $4 million launch campaign that introduced an entirely new observation experience to the world’s most competitive tourism market. Working alongside agency partners and cross-functional teams, I coordinated media previews, influencer programming, industry events, paid media, and the official ribbon cutting to build momentum from announcement through opening day.

The campaign generated more than 1 billion media impressions, 500+ earned media stories, and helped establish SUMMIT as one of New York City’s most sought-after attractions, selling out for nearly six months after opening.

The Challenge

Launching a new attraction in New York City means competing for attention against some of the world’s most recognizable landmarks.

SUMMIT entered a market already defined by destinations like the Empire State Building, Top of the Rock, One World Observatory, and Edge. There was no existing brand awareness, no customer reviews, and no proven demand. Adding to the challenge, the tourism industry was still recovering from the effects of COVID-19, making consumer confidence and travel patterns difficult to predict.

Our job wasn’t simply to announce another observation deck. It was to introduce an entirely new kind of experience and convince people it belonged on every New York itinerary from day one.

Strategy

SUMMIT couldn’t be explained through advertising alone. It had to be experienced.

Rather than relying solely on paid media, we built the launch around immersive first-hand experiences for the people most likely to influence public perception. Journalists, creators, tourism partners, and industry leaders were invited inside before opening, giving them the opportunity to experience the attraction and tell its story in their own words.

The campaign unfolded in two phases. First, we announced SUMMIT and generated national awareness months ahead of opening. Then, we orchestrated a week of preview events, influencer programming, industry engagement, and the official ribbon cutting to build momentum leading into opening day.

By the time paid media accelerated, public curiosity was already building through earned media and organic content.

My Role

Go-to-Market Planning: Helped coordinate the marketing launch strategy across paid media, PR, events, tourism partners, and digital marketing to build awareness from announcement through opening.

Media & Influencer Experience: Partnered with BerlinRosen to coordinate preview experiences for national media outlets, creators, and celebrities, ensuring each audience experienced SUMMIT before the public opening and generated authentic coverage across traditional and social media.

Grand Opening Events: Coordinated multiple opening-week experiences, including media previews, influencer programming, industry night, and the official ribbon cutting attended by city leadership and SL Green executives.

Paid Media: Supported the launch of paid media across Meta, Google Search, and programmatic advertising, ensuring paid campaigns complemented growing earned media momentum rather than introducing the brand in isolation.

Results

1.5M+ Tickets sold in Year 1
$100M+ Revenue generated in Year 1
320M+ Audience reach from launch week press coverage alone
1B+ Media impressions from announcement through opening
500+ Press stories published, reaching audiences in 13 countries
150 Influencers and celebrities hosted, generating 65M+ engagements
6 months Sold out from opening day through spring 2022

What I Learned

Launching a brand from scratch requires a different mindset than marketing an established one. Without existing awareness or guest advocacy, every interaction becomes an opportunity to shape perception.

This project reinforced the value of building credibility before asking people to buy. By giving media, creators, and industry partners an authentic first look, we created momentum that advertising alone couldn’t achieve. It’s a lesson I’ve carried into every launch since.

Alexis Melendez

Marketing Leader | Brand Strategy · Integrated Marketing · Revenue Growth | Consumer, Experiential & Cultural Marketing

https://heyalexismelendez.com
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