If We Build A ‘small Town,’ They Will Come

NEW ORLEANS–Peter A. Mayer Advertising is launching a print campaign for a tony new seaside community in the Florida panhandle called Rosemary Beach.
The decision to take a print-only approach came after the New Orleans agency conducted research on the typical Rosemary Beach resident. After reviewing the results, Mayer concluded a magazine campaign would have more of an impact than a television effort.
“The people who move into these communities are people with a sense of style and taste,” agency account executive David Crane told Adweek. “They read magazines like Southern Accent and watch less television than most people.”
Mayer’s campaign, which debuts this month in national shelter and Southern magazines, has been more than a year in the making and will run through the balance of 1998. The advertisements’ muted colors and earth tones target a demographic that has survived the mainstream executive’s hectic pace and is looking for a more laid-back lifestyle, according to Crane.
Creative director Dee Smith knew he could sell the pristine beaches and sparkling waters. The slightly more difficult task was embodying the community aspect that town planners were striving to create. “One of the biggest selling points of this type of community is that it actually is a small town,” Smith said. “It harkens back to a time in America when everybody knew their neighbors and you could walk to the general store.” Hence the “Come build a town with us” theme.
One ad, titled “Town Planner,” pictures a close-up of a toddler digging on a beach with his plastic shovel and bucket. A second ad, “Mass Transit,” presents a couple riding through the sand on a tandem bicycle. “Online” silhouettes a surf fisherman against a rosy sky.
Production credits go to creative director Smith, copywriter Lori Arch Lundquist, art director Hannah Wolf Kohlman and photographer Terry Vine.