By Carolyn Weber
Mountain Air Country Club, Burnsville, N.C.
Best brochure for a master planned community; best black & white ad-- master planned community
The feel and texture of a brochure can be just as important as the look. So when marketing this second-home community in North Carolina's Blue Ridge Mountains, marketers enlisted local artisans from the Penland School of Crafts to fashion handmade paper for the brochure cover. The rustic theme was completed with a substantial leather binding. The cost of the brochure, including an accompanying box, design, and pre-press, came to $48 per piece.
Developer: Mountain Air Country Club, Burnsville, N.C.; Ad agency: The Communique Group, Centennial, Colo.
This brochure for a glass tower, urban condominium project is an upbeat mixture of cutting-edge techniques and whimsical materials. Encased in a sleek silver envelope, the inside piece features an energetic orange holographic foil for the "M" that echoes the reflective qualities of the building's windows. The marketing materials cost $30 each to produce and resulted in 200 reservations in 10 weeks for the developer.
Builder: Novare Group, Atlanta; Ad agency: Marketing Results, Atlanta
Discovery Cove at Half Moon Bay, Croton-on-Hudson, N.Y.
Best sales office--(suburban) --over 600 square feet (tie)
This 1,587-square-foot sales center is situated directly on the Hudson River and features a deck with seating to enjoy the view. Inside, a nautical theme pervades with crisp, clean red, white, and blue Ralph Lauren accents to set the seafaring tone. Large lifestyle photos were screened on to sturdy rope-laced canvas sails. The topo table is housed in the "Serenity" boat. The theme proved effective; there were 99 pre-sales from the sales office prior to the model opening.
Builder: Spectrum Skanska, Valhalla, N.Y.; Interior design: Lita Dirks & Co., Englewood, Colo.; Sales office design: Twin Visions, Howell, N.J.; Ad agency: The Point Group, Dallas
Center of Attention
Miro/Ravel, San Diego
Best sales office--(suburban)--over 600 square feet (tie)
A contemporary art gallery approach vitalizes this compact sales center, which showcases two projects within a single space. Large impact logos, a patterned floor, ceiling banners, curvy soffits, and a winding Starbucks-style coffee bar draw visitors along the path from the builder story to the product gallery, where renderings are suspended from the ceiling. A tech center increased "stickiness" by providing interactive, printable project and builder information.
Builder: Brookfield Homes, Del Mar, Calif.; Architect: Stark Architectural and Planning, San Diego; Interior design: Design Line Interiors, San Diego; Sales office design: Motivational Systems, National City, Calif.; Ad agency: Greenhaus, San Diego
Learn more about markets featured in this article: San Diego, CA.
