Hidden Treasure

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Sometimes the jolt you need to boost sales-center traffic is simply buried in the sand, or so Brookfield Homes in Fairfax, Va., found with its recent treasure chest campaign.

December 01, 2002

 

Sometimes the jolt you need to boost sales-center traffic is simply buried in the sand, or so Brookfield Homes in Fairfax, Va., found with its recent treasure chest campaign. An extension of a treasure map-themed newspaper insert promising "a bounty of free upgrades," the treasure chests contained scrolls with specific upgrades - such as a free washer and dryer, a free garage door opener or $1,000 toward a kitchen countertop upgrade - that buyers could redeem at any of almost two dozen Brookfield communities in the Washington area. With 20 treasure chests produced for only $100 apiece, the campaign reaped a fortune for the company, resulting in doubled sales-center traffic for a month after the promotion. Janet Howell, vice president of sales and marketing, calls the campaign "a successful and innovative program that we believe went beyond the scope of a traditional ad campaign."

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