CBRE Peloton Challenge: Marketing agility in the Covid-19 age

CBRE marketing hack challenges clients to stay healthy while staying safe inside

RWG Staff
April 9, 2020

The new normal of commercial real estate marketing may look a lot like a clever new campaign recently launched out of CBRE's Washington, D.C. office

As CB Richard Ellis associates thought about the “new normal” of Covid-19 and what it meant in the CRE marketplace, particularly in the usually robust metro market, they arrived at a Eureka moment. To promote the fitness amenity at the 120,000 square-foot Virginia Square development in Arlington, Virginia, and stay healthy while still social distancing, the team decided to host a Peloton cycling challenge.

“The race is a challenge to the office tenant representatives in the Washington, DC market. Get on the bike, record and post your best score and compete with your peers,” says Erik McLaughlin, Senior Vice President at CBRE, who promoted the remote team cycling competition on LinkedIn. “So far the response has been great."

To draw attention to it's unique marketing campaign, the CBRE team hired national cycling and fitness celebrity Ally Love, host of the international Peloton training session, 30 Minutes: Sundays with Love. to push riders and exercise-starved commercial real estate clients.

Using the tagline, Working from Home? Let’s race! the spin-style class will run through April 24 targeting commercial leasing tenants in the Washington metro area.

“Normal marketing campaigns are tough in our new work from home environment. As commercial real estate experts, we need to find creative ways to engage people while we are socially and professionally distanced.”

The CBRE property at One Virginia Square, located near the popular Virginia Square dining and shopping district, includes a trophy class amenity package including a Peloton Studio.

RWG Staff

RWG staff report the latest news and and views from the location intelligence industry.