A targeted media plan that hit home.
Newbury offered beautiful homes in a unique neighborhood setting, but they were having trouble getting people to visit their models. After analyzing the client's media spending, we concluded that they were casting too wide of a net and their message was getting lost. We narrowed the focus and targeted the media dollars to reach a specific audience: people living in the South Hills with homes that were 80 years of older.
Using community news sites, targeted direct mail, and local market mall advertising, we maximized the budget and gave Newbury greater exposure.
We also tailored our message to people who enjoyed a house with charm and character, but wanted a maintenance-free style of living. The campaign succeeded in significantly increasing model home visits.
With sidewalks, a bike path, sled riding hill, front porches and other traditional amenities, Newbury wanted homebuyers to realize that this was not your typical real estate development. We captured people's attention and boosted sales with an award-winning campaign that was anything but typical.