» Client: Metro Properties Inc., a Bethesda-based developer
» Job: To attract homebuyers to Allegro Condominium before the complex opens in 2008. The campaign seeks to re-brand the Columbia Heights neighborhood as DC’s newest hotspot. The campaign began in March 2006.
» Agency: Merrick Towle Communications, based in Beltsville.
» Theme: With the theme “young, urban and dynamic” the campaign strives to at convey the excitement and energy of DC’s next trendy neighborhood.
» The Concept: Allegro is the place to live for D.C.’s stylish, socially and politically aware, young professionals.
The campaign focuses on the freedom and energy that comes from a lifestyle where nightclubs, music and social events are at a resident’s fingertips.
» The Plan: The agency uses print ads and “e-blast” e-mail alerts to promote parties that take place in Columbia Heights, near the condominium.
Merrick Towle underscores the social life available in the area by hosting a number of events, such as a “reMix Party,” featuring DJs, food and drinks, a “Mojito Madness Party,” a “Holiday on Ice” happy hour and “Penthouse Party” that kicked off the launch of the penthouse apartments. Each event features similar visuals, but with a special twist.
The idea is that word-of-mouth will generate buzz, and prospects will bring their friends to the parties , setting up a whole social network revolving around the condominium.
As sales have continued, it has been common for entire groups of friends to sign up for condos together.
» Creative Team: Harry Merrick (president), Edwin Jenkins (art director), David Scott (art director), Alan Carl (copywriter), Jason Miller (digital design manager), Katie Mae Ward (account executive), Amy Weedon (account planner).
» Ages: 25 to 45
» Background: Merrick Towle Communications is the third largest agency in the Washington, D.C., metropolitan area. The firm has over twenty years’ experience in real estate marketing and advertising.
» Working on Next: Re-branding the Fort Totten area as the latest up-and-coming residential neighborhood in D.C.; a campaign for The Zenith Apartments in downtown Baltimore.
