NO ONE SHOULD SHAVE (OR PUT ON MAKEUP OR EAT BREAKFAST) on their drive to work, but if you lived in Fall Creek, a 2,100-unit golf course community east of Houston, chances are you'd only be half done before you pulled into the parking lot at work. That's the message—and image—portrayed in a television ad launched by Fall Creek's development team to spur the second half of its sales effort.
Supplemented by billboards in strategic locations throughout Houston's notoriously congested freeway system, the ads key on Fall Creek's miniscule 15-minute commute into downtown, a circumstance aided by its location along perhaps the lone clear route to and from the city. “It's a short commute in terms of time, not necessarily distance,” says Mandy de Leon, an account manager with Freed Advertising in Houston, the creative agency. “People refer to [this highway section] as Houston's best-kept secret.” The project is also the only one of its kind inside one of Houston's two beltways and boasts one of the area's best school districts.
Launched in March, the campaign was based on the results of a market study that found Fall Creek's commute to be its most attractive quality, while the community's wide range of product—homes from the $170s to more than $2 million and sizes ranging from 1,800 square feet to 8,250 square feet—has attracted a diverse market of young professionals (the main target, described by de Leon as “yuppies who want to live inside the Loop but can't afford the prices”) as well as more-established prospects. The ads are scheduled to run against morning news shows through the rest of the year and can be viewed at www.fallcreekhouston.com.
CAMPAIGN DETAILS Program: Television and outdoor advertising campaign; Cost: $140,000; Project: Fall Creek, Humble, Texas (Houston MSA); Developer: Fall Creek Development Partners (The Johnson Development Corp. and Jefferson Development Corp.), Houston; Advertising agency: Freed Advertising, Sugar Land, Texas
Learn more about markets featured in this article: Houston, TX.