Page 21 - The Nationals 2015 Winners Book

THE NATIONALS2015
SM

BEST DIRECT MAIL PROGRAM

GOLD AWARD

LINE K
Ashburn, VA

Builder: K. Hovnanian Homes
Marketing Director: Dee Minich and Chelsea Payson

Ad Agency: Fraser Wallace Advertising

STATEMENT

The challenges of this campaign were one, to garner east coast market acceptance for uniquely modern home

designs in a pastoral community known for historically inspired architecture – without diluting the strength of either,
and two, to successfully launch the brand extension for this national builder into elite luxury. The materials mimic the

design of the homes with clean lines, a neutral color palette, and plenty of whitespace. The direct mail campaign was in

three parts. First, prospects received a post card to build brand awareness. Then, they were sent a beautifully published
magazine devoted entirely to the design theory and styling of the homes, complete with interviews with the famed

designers. Finally, they were invited to a VIP Grand Opening by a formal but modern invitation. The campaign led to 119

attendees for the event, and contributed to a 68% sellout in 6 months.

SILVER AWARDS

CELEBRITY COMMUNITIES SCHUMACHER HOMES

“SOUTH DENVER LIFESTYLES” MAGAZINE Charlotte, NC
Denver, CO
Builder: Schumacher Homes
Builder: Celebrity Communities Marketing Director: Jeffrey Gannon

Marketing Director: First Story
Ad Agency: MilesBrand DNA
Ad Agency: First Story

BISHOPS POND SOUTHAMPTON VILLAGE THE MONARCH
Southampton, NY
East Rutherford, NJ

Builder: The Beechwood Organization Builder: BNE Real Estate Group
Marketing Director: Beechwood Creative
Marketing Director: Kristina Hedden
Ad Agency: RODE Advertising

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