Luxury rentals, Hoboken, NJ
This is the fifth development in an urban community, and all are named by their locations. To differentiate this one from the others, we emphasized the number 8, and all marketing played off imagery and concepts related to that number and its connotations. The brochure was die cut into circles with grommet attachment, so the brochure construction literally opened into the number 8 to entice the viewer to have fun with the packaging while gaining necessary information. The entire piece fit inside a die cut in the oversized square folder along with floor plans of the different apartments. Marketing package included outdoor building signage, sales displays in the leasing center, advertising, flyers, PATH posters, e-blasts, website and a variety of other items. The campaign launched with outreach tactics such as giveaways of branded 8 Balls on the Path train and in front of the Shop Rite grocery across the street from our property. At the launch of our property in early 2008, “green” re-usable shopping bags were a new thing. We helped the movement along by giving away reusable shopping bags at Shop Rite. To this day, they are still floating around as reinforcement advertising that continues to work for the property.
Creative direction: Brandi Bailey. Concept, copy and design by Kelly Stanley.