Last month, I attended NAHB’s midyear meeting in Miami and had the pleasure of sitting in on a presentation by Daniel Swift, president and CEO of Des Moines-based architecture group BSB Design.
2009 National Sales and Marketing Award: Artesana Rosewood Residence, San Miguel de Allende, Mexico
A profile of 2009 National Sales and Marketing Gold Award Winner Artesana Rosewood Residence, San Miguel de Allende, Mexico
Artesana Rosewood Residence, San Miguel de Allende, Mexico / Best Black & White Ad
Builder: Bald Mountain de Mexico
Architect: KMD Architecture
Ad agency: InterCommunications, Newport Beach, Calif.
Advertising budget: $20,000
Ad photography: Allen Kennedy/Robb Aaron Gordon
Designated as a "magical" town by the Mexican government, San Miguel de Allende is a historic colonial village that has been attracting Americans for years now.
"The real appeal is the beauty of being in a town that is totally dedicated to art," says Toni Alexander, the president and creative director of InterCommunications. "We really believe that creativity is an amenity that is sometimes overlooked."
Still, convincing buyers to consider a luxury residential resort in the heart of Mexico, hours from airports and beaches, posed a challenge.
"We needed to design an advertising campaign that captures the qualities of what life might be like," says Alexander. "It's not just you painting a canvas, but you are within the canvas of this artistic place."
The tagline, "Where Life Becomes a Canvas," evokes the town's artistic roots. And as it turns out, Artesana is located right next to the Instituto Nacional de Bellas Artes, an art institute where residents can study photography along with many other artistic pursuits.
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|