THE FITZGERALD, inspired by the creativity of former Baltimore residents F. Scott and Zelda Fitzgerald, has become one of the city’s signature projects. So Greenbelt, Md.–based Bozzuto Group needed an advertising campaign that was just as impressive.
Bozzuto decided to focus on the creativity theme with the slogan “art in itself.” The firm wanted to draw students and young professionals to the property, located in an area rich in culture and history. The marketing team, which included Hirshorn Zuckerman Design Group, devised a cohesive strategy that ensured that the community’s personality stayed the same across advertising platforms. That strategy materialized with custom, hand-drawn illustrations and a journal-like brochure that encourages potential residents to doodle, take quizzes, jot notes, and envision their life at The Fitzgerald.
On The Fitzgerald’s website, residents can research area activities, connect with others through social media, and make maintenance requests. The campaign was a hit. The Fitzgerald became the fastest-leasing apartment community in Baltimore, hitting 95 percent lease-up in only 11 months.