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The Ritz-Carlton Residences

Multifamily, Residential, Real Estate, Hospitality

BCENE Selected as Agency of Record to Introduce Virginia’s First Ritz-Carlton Branded Residences 

In 2025, Renaissance Centro set out to launch a project that would redefine luxury living in Northern Virginia: The Ritz-Carlton Residences, McLean, Tysons — the first-ever Ritz-Carlton branded residential development in the state.

With 102 ultra-luxury condominium homes, more than 15,000 square feet of resort-style amenities, and the legendary service standards of The Ritz-Carlton, the project represented far more than a new residential offering. It was a signal moment for Tysons — marking its evolution into a fully realized luxury, live-work-play destination.

BCENE PR was engaged to design and execute a media strategy that would do more than announce the project. The goal was to shape market perception, establish credibility across national and regional audiences, and position Renaissance Centro as a key player in the growth of branded luxury residences beyond coastal legacy markets.

The Challenge

Branded residences are a fast-growing global asset class — but Virginia had never hosted a Ritz-Carlton residential project. The announcement needed to balance global prestige with regional relevance, appealing simultaneously to:

• High-net-worth buyers

• Investors and real estate trade media

• Luxury lifestyle and design publications

• Local and regional business leaders

Branded residences are a fast-growing global asset class — but Virginia had never hosted a Ritz-Carlton residential project. The announcement needed to balance global prestige with regional relevance, appealing simultaneously to:

Our Strategy

BCENE PR developed a tiered, phased media approach designed to build credibility first — then scale visibility.

Phase One: Exclusive Market Signal

We secured an embargoed exclusive with Washington Business Journal, positioning the project as a bellwether for:

• Investor confidence in Tysons

• The growth of branded luxury residences outside coastal markets

• Renaissance Centro’s expanding role in DMV real estate development

The exclusive focused on economic impact, regional transformation, and long-term market implications — ensuring the story broke with authority rather than hype.

Phase Two: National & Trade Expansion

Following the exclusive, BCENE PR rolled out a carefully sequenced national media push across:

• Luxury travel and hospitality outlets

• Architecture, interiors, and design media National business and real estate trades

Each pitch was tailored to its audience — from investment value and branded-residence growth trends to invisible luxury design, residential service integration, and lifestyle-driven interiors.

Phase Three: Regional Prestige & Visual Media

To cement local relevance and buyer awareness, we layered in:

• DMV lifestyle and glossy publications

• Regional business and real estate media

• Broadcast outlets prioritizing renderings, amenities, and rooftop visuals

Throughout the campaign, BCENE PR facilitated interviews with Renaissance Centro leadership, reinforcing developer credibility and vision.

Messaging Framework

To cement local relevance and buyer awareness, we layered in:

• Virginia’s first Ritz-Carlton branded residences

• 102 luxury condominium homes up to 4,500 sq. ft., starting around $1M
  Over 15,000 sq. ft. of private, resort-style amenities

• Signature Ritz-Carlton services paired with residential privacy

• A strategic partnership between Marriott International and Renaissance Centro

• A long-term development timeline signaling confidence and scale