Thor Kicks Off Coney Redevelopment PR/Ad Campaign

Thor Equities, which is proposing the massive $1.5 billion Coney Island redevelopment, is launching an advertising campaign to build public support for the project. The development is reported in today's New York Post. Yesterday, Thor leaked the results of a poll it had commissioned that shows support among Coney Island residents for the project.

And so, five promotional newsletters will be coming to Brooklyn mailboxes (the first is in the mail) and a spokesman for the developer says they are planning a website and newspaper ads. The newsletter strategy is a familiar one for big Brooklyn projects. Ikea used it to push its plan for a waterfront Red Hook store and Forest City Ratner has mailed out multiple pieces to Brooklyn residents pushing the Atlantic Yards proposal.

The first Coney mailer says, in part: "Coney Island has a glorious past but fell onto hard times. It's our job to bring it back."

Thor will be lobbying for zoning changes to allow parts of its projects, particularly the highrise hotel it is proposing and highrise condos in the amusement zone. Thor's buildings would be up to 40 stories tall. The properties are centered between W. 12th and W. 15th streets. We'll be watching our mailbox to see the pitch for ourselves.

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