“Get In On It” is Live Baltimore?s latest slogan aimed at attracting D.C. workers and commuters to the Baltimore real estate market.
Baltimore City has invested $150,000 in a new media campaign that compares the two cities based on affordability, quality of life, commuting and neighborhoods.
“Having grown up in Ashburton and as an adult living in Madison Park, and now in Hunting Ridge, I have found that all of our 225 neighborhoods are different and distinct and D.C. workers will find the quality of our housing stock to be superb,” Mayor Sheila Dixon said. “They can keep their jobs in D.C. or come work here in Baltimore.”
Matt Goddard, principal of R2i, the firm that developed the ad campaigns, said it was time for D.C. commuters to “get in on” the benefits of living in Baltimore.
This campaign, the third by Live Baltimore in seven years, features six different advertisements that directly compare D.C. to Baltimore, with Baltimore coming out the winner in all the ads.
R2i used monochromatic and black-and-white photos with 60-ish or 70-ish themes that show couples or families with disparaging faces or in cramped quarters with tag lines that read “Get out of it” for the District of Columbia versus full-color images with tag lines reading “Get in on it” under full-color pictures that symbolize a more vibrant quality of life in Baltimore.
“D.C. continues to be a strong market for us and this campaign,” said Jon Laria, president of Live Baltimore?s board of directors. “This continues our legacy of creatively highlighting the attractions of Baltimore City living.”
Live Baltimore has already starting putting up the ads at 18 Metro stations throughout the Washington, D.C., metropolitan area, including Dupont Circle, Gallery Place and L?enfant Plaza.
Yet the biggest draw will inevitably be that housing in Baltimore is one-third the cost of housing in D.C. With the average home sales price of $182,606 in Baltimore City compared with $554,695 in the District, Live Baltimore and the city are banking on buyers who want more bang for their buck, and the ads are designed to drive that point home.
