With a new billboard on Harrison Avenue and a Twitter campaign, the developer of the "Ink Block" site is seeking to create some "buzz" in the neighborhood.
The billboard says, "Think Ink," with an Ink Block logo and the development's project website.
“What we’re really doing right now is setting the foundation for some of the buzz regarding the project,” Ted Tye, managing partner at the Newton real estate firm, told the Boston Herald. “We’re just trying to get people more aware of what’s coming.”
The publicity campaign includes Twitter handle @InkBlockBoston and a page on Instagram.
The finished $200 million development will include a Whole Foods supermarket, and other shops and restaurants on the 6-acre site in a scruffy corner of the neighborhood.
Demolition of the old building on the site, the former Boston Herald building, will begin in late February, and construction will begin in April according to the developer.