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 WinnersSite Point, Baltimore | Best Attached Community of the Year / Best Urban Sales Office / Best Brochure for a Community Priced over $1 millionBridgeland, Cypress, Texas | Best Master Planned Community of the YearThe Trails at Brightwater, Huntington Beach, Calif. | Best Detached Community of the YearRitz-Carlton Residences Inner Harbor, Baltimore | Best Design for an Attached Community / Best Landscape DesignMiraval Plan 313 at Stapleton Court Homes, Denver | Best Single Family Detached Home Priced $400,000 to $650,000Port 121 at Seabridge, Unit J, Oxnard, Calif. | Best Interior Merchandising of a Model Priced $400,000 to $650,000Five Lanterns at Pinehills, Residence One, Plymouth, Mass., and The Ridge at Cintarosa, Scottsdale, Ariz. | TIED – Best Interior Merchandising of a Model Priced over $1 millionThe Ridge at Cintarosa, Scottsdale, Ariz., and Five Lanterns at Pinehills, Residence One, Plymouth, Mass. | TIED – Best Interior Merchandising of a Model Priced over $1 millionCelebrate by Del Webb, Fredericksburg, Va. | Best brochure for a Community priced under $400,000 / Best Marketing Campaign for a Green Built CommunityGiraffe Condos, Toronto | Best Overall Ad Campaign / Best Signage1010 Midtown, Atlanta |
Best Color Ad / Best Series of Related Print AdsSimonini Builders Corporate Brochure | Best Corporate BrochureMYC Condos, Toronto | Best Brochure for a Community priced $400,000 to $650,000Artesana Rosewood Residence, San Miguel de Allende, Mexico | Best Black & White AdNXT at Windemere by the Lake, Toronto | Best Graphic ContinuityShappell Matchmaker Campaign | Best Internet Marketing Campaign'1' Hotel, Mammoth Lakes, Calif. | Best On the Boards Ad CampaignAdditional Gold Award WinnersJudges – 2009 National Sales Marketing Award