For the V at City Vista Apartments, the Merrick Towle creative team thoroughly understood the target market and developed a highly creative apartment campaign that was both memorable and cohesive. The use of wordplay featured the property name with headlines such as “simpliCITY” and “necesCITY” created a fun yet flexible brand image that communicated The V’s desirable location within an urban neighborhood. The variety of headlines successfully caught people’s attention while addressing the property’s key advantages. Additionally, the apartment marketing campaign incorporated the unique “generoCITY” concession offering up to $5,000 in savings at the on-site retail at CityVista including Safeway, Busboys and Poets, Results, the Gym and 5th Street Hardware. Called the Ultimate ConVenience Package, the offering was only available at The V and received significant attention.

The property marketing plan used a wide breadth of media to ensure market saturation. Rather than relying on a few static media outlets, the campaign embraced all sources capable of reaching the target market. This included traditional outlets such as newspaper and magazine advertising, brochures and signage as well as innovative message delivery through Metro hawkers, sidewalk graphics and community involvement initiatives. Because the target market is so reliant on the Internet, the campaign also utilized email blasts, online banner ads and a sleek apartment website to provide a centralized point for information. That way, the audience could discover The V through a wide variety of media and then turn to the website for answers to specific questions. Additionally, the team included interactive elements: on both the website and on the kiosks, users could virtually tour the building, check availability on the exact unit they preferred and initiate the leasing process.

To view the campaign materials, visit Merrick Towle’s website.

Art Director: John Sexton
Copywriter: Jessica Ruzz
Digital Art Director: Danny Bae
Account Executive: Erin Riggins
Client: Lowe Enterprises