A profile of 2009 National Sales and Marketing Gold Award Winner '1' Hotel, Mammoth Lakes, Calif.
'1' Hotel, Mammoth Lakes, Calif. / Best On the Boards Ad Campaign
Builder: Playground/Starwood Capital Group, San Francisco
Ad agency: Greenhaus, San Diego (at the time)
On the Board categories are a new addition to the Nationals this year, providing opportunities for proposed by not completed work to get its due and a positive push toward completion.
"1" Hotel is the first fractional LEED-certified condo/hotel product. It brings together "green sustainable condo hotel practices with luxury amenities," says Tucker Stine, account supervisor at Greenhaus, which came up with the ad concept.
Mammoth has always been a nice place to ski but never had the five-star resort quality of Aspen or a Telluride. The goal was to attract people who have been coming to Mammoth, particularly Gen Xers now affluent enough to experience Mammoth at a completely different level.
The ads have sparse copy and stunning visuals. "It's the great outdoors coupled with the new luxury amenity that we're bringing," says Stein. "Plus 1 is the luxury amenities. And the name of the hotel is "1."
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|