Green Celebrates the Houston High Life | Adweek Green Celebrates the Houston High Life | Adweek
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Green Celebrates the Houston High Life

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DALLAS Green Advertising has launched an ad campaign for Orion that promotes the Houston developer's luxury high-rise residences, the shop said.

Launched last week, the $1.2 million "Your life, your legacy" campaign introduces Houstonians to Orion's 37-story twin towers, located in the upscale neighborhood of River Oaks.

Created by Green Advertising, a division of Pace Advertising in Boca Raton, Fla., the TV spot features a little girl following in her father's footsteps by choosing to live at one of Houston's most prestigious addresses. From 1950s period footage of the father driving home to his family, the spot switches to color as a grown woman pulls up to one of Orion's twin towers. The ad ends with the voiceover, "Your life. Your legacy. Orion Houston Tower Estates at River Oaks."

"The campaign focuses on families living in luxury from one generation to the next," said Courtlandt McQuire, vice president and creative director at Green Advertising. "We focused on family tradition and the next generation enjoying the River Oaks lifestyle that Orion has been designed for—luxury living in a pristine environment."

Featuring an original score by McQuire, 30- and 60-second versions of the spot will air through May 2005 on local network affiliates and cable.

The campaign also includes print ads, collateral materials and Orion's new Web site, www.orionhouston.com. Ads will run through July 2005 in publications such as the Houston Chronicle, Houston Business Journal, Paper City, Architectural Digest, The Elegant Texan and Town and Country.