VIA Breaks First Advertising for Seven World Trade Center

VIA creates breathtaking insert for Silverstein Properties to appear in Sunday’s New York Times Magazine

Portland, Maine, November 20, 2005 – The November 20^th issue of The New York Times Magazine features a four panel spread insert inviting business leaders to explore the newest addition to the Manhattan skyline. The groundbreaking work, by The VIA Group for Silverstein Properties, features the vision and the promise of the property and is void of the floor plans, leasing agreements and numbers typical of real estate advertising. The insert features a panoramic view of the city from the top of the building with the statement “Your Office is Ready.” The ad promises that in March 2006 “A new building will define a neighborhood.”

In addition to appearing in the November 20^th issue of The New York Times the insert will also appear in the December issues of Fortune, Forbes, Money, Inc, Fast Company and other magazines targeting visionary business leaders. Bus ads will appear in Manhattan beginning in January and a second insert will appear in The New York Times in December. Silverstein’s goal is to create an awareness and vision around the property and the neighborhood.

“VIA has created advertising that accurately portrays Silverstein’s commitment to the redevelopment of the World Trade Center site and the surrounding neighborhood. The insert intentionally strays from traditional real estate advertising in that it focuses on the promise of the property and the future of the neighborhood,” said Larry Silverstein, President of Silverstein Properties, Inc. “It is our hope that the insert will motivate business leaders to visit our website at www.wtc.com/7 or call us for a site visit at 212-984-8000.”

“It has been an honor to be a part of this historic project with Silverstein Partners. Most importantly, to be given the creative license to develop visionary work that steps outside of ‘the box’ of traditional real estate advertising. VIA has been able to convey the promise of the future in the insert and we are proud of work we have completed,” said John Coleman, CEO and Founding Partner, The VIA Group.

About VIA

Founded in 1993, VIA is an agency with a long track record of helping companies grow by solving their toughest marketing, branding and advertising problems. The bigger the challenge the happier we are. Current clients include Analog Devices, TD Banknorth, HP Hood, Twisted Tea, CBS RADIO, Kick Start, Silverstein Properties, Monster, Dunkin’ Donuts, Cleveland Clinic and Arrow International, who are served from offices in Portland, Maine; Boston; and New York City. More information is available at www.vianow.com.