Manhattan Mini Storage, which operates 17 self-storage facilities throughout New York City, has launched a new marketing campaign in celebration of its 40th anniversary.”
The company partnered with advertising agency Concept Farm LLC on the creation of “Mini storage. Maximum you,” which will feature a series of short films based on actual tenant experiences and interpreted by a cast of New York performers, according to a press release.
The “Manhattan Mini Stories” will also showcase the company’s first spokesperson, the Storage Guru. “Uncluttering his mind and his tiny West Village studio decades ago, the Storage Guru offers sage advice to help hurried Manhattanites unpack their baggage and achieve storage nirvana,” the release stated. The guru uses “sharp political commentary, a refined outfit selection and a mystical spiritual journey,” to help point customers toward a life free from stress and clutter.
“Manhattan Mini Storage has always embraced and highlighted real customer experiences through our advertising campaigns in unconventional and entertaining ways,” said Jon Dario, president of the storage company. “With ‘Mini storage. Maximum you,’ we underscore that tradition with impactful content designed to resonate with New Yorkers. Our business continues to reflect that same understanding and sensibility with services catering to the unique needs of local residents.”
The campaign will highlight four customer narratives:
“Storin’ Alive” tells the story of Barbara, a fashionista whose added hanger space frees her from apartment hang-ups. It includes singing vocals by internationally renowned drag queen Alexis Michelle.
“Oh Sweet Storage” is about the Feldman Family, which founded the Doughnuttery mini-doughnut chain. The spot shows how the family sustains its locations and recipes with self-storage solutions. It’s narrated by Advocate of Words, a spoken-word artist from the Nuyorican Poets Cafe.
“Much Ado About Storage” tells the story of Andrew, a newlywed and retail entrepreneur, who finds a home for his custom clothing. The tale is re-enacted by Shakespeare in the Square.
“Super Storage” recalls how Nahabed and Jaime transition a lifelong comic-book collection, as pantomimed by Broken Box Mime Theater.
“Manhattan Mini Storage has been a part of the fabric of New York for 40 years, and we’re excited to further evolve our heritage of breakthrough advertising with these new narratives,” said Jason Morros, head of integrated marketing for Edison Properties, Manhattan Mini’s parent company. “Perhaps no other brand could bring together this diverse set of performers and a guru to demonstrate industry expertise and leadership, while showcasing how neighborhood storage can help maximize life in New York—the very gist of what this integrated campaign is all about.”
Founded in 1978, Manhattan Mini is part of the Edison Properties network of businesses. Edison also operates Edison ParkFast, a network of 40 garages and lots throughout Baltimore, New York City and Northeast New Jersey. Its other properties include workspace offices, executive offices and pre-built suites, The Hippodrome office building, and The Ludlow, a luxury residential high-rise on the Lower East Side.