Best Piece of Swag We Received All Month

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Propaganda Below Canal

The special Larry Silverstein edition of Zagat wins for May because it 1) is actually useful, 2) does not shrink in the wash, and 3) didn’t have much competition. But really, the 192-page guide is a brilliant marketing stroke. It is made up of all the downtown listings from Tim Zagat’s restaurant, shopping, nightlife and gourmet marketplace surveys and was sent to 3,500 people on the developer’s mailing list last week (and will be given to future tenants of 7 World Trade as they, um, become available). “We wanted to send out a ‘We’re moving’ card,” said Dara McQuillan, marketing and communications director for Silverstein Properties, which moved its headquarters to 7 WTC two weeks ago. “He’s been a friend of Tim’s for a long while and they had a discussion a while ago about what they could do to let people know what sort of neighborhood downtown was becoming.”

Somehow, this minor oeuvre casts Larry Silverstein in a whole new light: no longer the self-interested developer of Ground Zero, but the ambassador for the new, vibrant, mixed-use downtown that everybody (a.k.a. New York magazine) is talking about.

Matthew Schuerman

Best Piece of Swag We Received All Month