Most of the time apartment advertising campaigns are pretty standard – schedule ads in the industry guidebooks, place listings on the Internet Listing Sites (ILS) and run classified ads in the major daily paper. It’s simple. But Merrick Towle knows what can happen when you take an architecturally-stunning apartment building put it a hot neighborhood and give it an out-of-the box campaign. Magic! As with all successful advertising campaigns, it starts with the consumer.

We knew the ideal Allegro Apartment residents were young urban hipsters who worked hard and played equally hard, so we crafted a creative strategy that would appeal to their passion for the nightlife and developed a plan that would utilize the area’s vibrant club scene to reach them. With the goal of getting our apartment’s promotional materials into the bars and clubs our audience frequents, we developed a drink mix promotion. We invited several major media vendors to submit a proposal to help promote the contest and the upcoming grand opening event. Ultimately Merrick Towle decided to partner with On Tap Magazine, not because of their circulation figures, but because of their extensive relationships with the very establishments we wanted to target. From distributing Allegro Apartment’s promotional items, securing high-profile drink sponsor Grey Goose, to arranging for one of the District’s hottest DJs to provide entertainment, On Tap allowed us to create one of the most talked about, top-rated events the apartment industry has ever witnessed. And once the party was over, the work didn’t stop. On Tap drove post-event traffic to the Allegro website via their own digital and social media tools through their website, email blasts to their distribution lists and Facebook fan page. All of the publicity generated from the Allegro grand opening and the popularity of the winning Velvet Allegro cocktail has resulted in continued promotion of the drink in area bars a month later. Merrick Towle just received word: some of the establishments plan to feature the drink the rest of the summer!

To see videos and photos from this event visit the press room page of the Allegro Apartments website.

Our blog post about how this successful campaign was executed and the results it garnered can be found by clicking here.

by Donna Hodge, Media Director, dhodge@merricktowle.com