Adams Landing: BETTER THAN THE ‘BURBS





AGENCY: Northlich Stolley LaWarre/Cincinnati
CREATIVE DIRECTOR: Don Perkins
ART DIRECTOR: Diane Farris Allen
COPYWRITER: Chris Heile
ILLUSTRATION: Clint Hansen, Romelli/Associates
CLIENT: Adams Landing, Cincinnati
How ya gonna keep them in the city after they’ve fled to the suburbs? That’s the challenge for Adams Landing, a high-end condominium complex in Cincinnati. The solution in a new series of print ads has been to remind readers just how yawn-inspiring suburban life can be.
‘Go Home, Read the Paper, Fall Asleep in Front of the TV. The Call of Suburbia,’ reads the main headline on this first advertisement in the print series.
‘The strategy has been to portray Adams Landing as a viable and more attractive lifestyle than the suburbs,’ said Don Perkins, creative director at agency Northlich Stolley LaWarre. ‘To do that we’ve drawn the contrasts as broadly as possible.’
The advertising campaign began with photographs of Buckingham Palace and other stately homes, but now has evolved to ‘positioning Adams Landing more purely as the most exclusive residence in Cincinnati,’ Perkins said.
The campaign runs through the summer in local print media.
Copyright Adweek L.P. (1993)