Marketing & Advertising, Merit: Sedona | Slate

1 MIN READ

Merit Winner: Marketing & Advertising

Company: The JBG Cos.
Campaign location: Arlington, Va.


The two luxury high-rise towers that compose Sedona | Slate in Arlington, Va., have a lot to boast: The community is eco-friendly; close to retail, dining, and public transit; and stacked with deluxe amenities. However, the highly competitive market meant that developer JBG Cos. couldn’t afford to take the project’s advertising for granted.

Outreach started during construction through e-blast progress updates to interested prospects. Social media kicked off next, and the full website and media campaign launched at the start of pre-leasing in January 2013.

Carefully designed collateral gives each building a distinct voice while keeping the look cohesive. Simple logos and vibrant color palettes draw inspiration from the project’s architecture, and dynamic photographs show a variety of people endorsing the property’s selling points.

Along with brochures, postcards, and print and digital ads, a street outreach team attended a local festival wearing promotional T-shirts, and the campaign’s social media emphasis has made Facebook the No. 4 traffic source for the website.

The efforts have paid off: Sedona | Slate was recognized with an award from Delta Associates for the Best Lease-Up Pace in Northern Virginia in 2013.

About the Author

Laura McNulty

Laura McNulty is senior managing editor for Remodeling and ProSales magazines. She formerly served as an associate editor for Hanley Wood's residential construction group. Contact her at [email protected].