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2009 National Sales and Marketing Award: 1010 Midtown, Atlanta
A profile of 2009 National Sales and Marketing Gold Award Winner 1010 Midtown, Atlanta
1010 Midtown, Atlanta / Best Color Ad/ Best Series of Related Print Ads
Builder: Daniel Corp., Atlanta
Ad agency/PR firm: Miles Strategic DNA, Denver
When 1010 Midtown hit the market in Atlanta, there were 10 other buildings in the area all competing for the same buyer.
"For almost every single ad, the main graphic was a picture of the building." says David Miles of Miles Strategic DNA (formerly Milesbrand).
Miles knew his client would have to do something different. They came up with the positioning, "Life on the Curve," because the condominium is located in Midtown — right on the curve of Peachtree Street. Life on the Curve was also meant to represent what living downtown in an urban, "hip" area, means to people: culture, nightclubs, restaurants and retail.
"We blended a reflection of the building into graphics that represent the different lifestyle elements," says Miles. "You have a pair of black leather boots representing retail. You have a piano representing the arts."
Mile says the martini ad, which won for Best Color Ad, seems to be the ad people liked like most. He says the entire series of related print ads, which also won gold, has captivated the entire market.
"Magazines that we were not running the ad call up and ask for the art," he says. "They ran the ads for free. We were able to hit about a 20 percent sales rate at the opening. If you go to Atlanta today, everybody knows 1010 through this campaign."
Intro: The 2009 National Sales and Marketing Award Gold Winners
|Site Point, Baltimore | Best Attached Community of the Year / Best Urban Sales Office / Best Brochure for a Community Priced over $1 million|
|Bridgeland, Cypress, Texas | Best Master Planned Community of the Year|
|The Trails at Brightwater, Huntington Beach, Calif. | Best Detached Community of the Year|
|Ritz-Carlton Residences Inner Harbor, Baltimore | Best Design for an Attached Community / Best Landscape Design|
|Miraval Plan 313 at Stapleton Court Homes, Denver | Best Single Family Detached Home Priced $400,000 to $650,000|
|Port 121 at Seabridge, Unit J, Oxnard, Calif. | Best Interior Merchandising of a Model Priced $400,000 to $650,000|
|Five Lanterns at Pinehills, Residence One, Plymouth, Mass., and The Ridge at Cintarosa, Scottsdale, Ariz. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|The Ridge at Cintarosa, Scottsdale, Ariz., and Five Lanterns at Pinehills, Residence One, Plymouth, Mass. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|Celebrate by Del Webb, Fredericksburg, Va. | Best brochure for a Community priced under $400,000 / Best Marketing Campaign for a Green Built Community|
|Giraffe Condos, Toronto | Best Overall Ad Campaign / Best Signage|
|1010 Midtown, Atlanta | Best Color Ad / Best Series of Related Print Ads|
|Simonini Builders Corporate Brochure | Best Corporate Brochure|
|MYC Condos, Toronto | Best Brochure for a Community priced $400,000 to $650,000|
|Artesana Rosewood Residence, San Miguel de Allende, Mexico | Best Black & White Ad|
|NXT at Windemere by the Lake, Toronto | Best Graphic Continuity|
|Shappell Matchmaker Campaign | Best Internet Marketing Campaign|
|'1' Hotel, Mammoth Lakes, Calif. | Best On the Boards Ad Campaign|
|Additional Gold Award Winners|
|Judges – 2009 National Sales Marketing Award|