boston—Hill, Holliday, Connors, Cosmopulos' first campaign for The Pinehills is designed to persuade baby boomers to purchase homes in the upscale planned com munity. It employs the tagline, "You could get used to this."
A print ad bears the headline, "Coincidence?" It features a montage of crisp photographs of a watering can, a golf ball on a tee and the circular window of a house.
Copy reads, "Exceptional homes. Breathtaking views. Championship golf. Surrounded by 3,000 acres of towering pines. By chance? Or designed that way? Come to The Pinehills, a new community just 45 minutes from Boston and discover for yourself. Miles of walking trails, world-class golf courses by Rees Jones and Nicklaus and remarkable homes by the area's most prominent builders. Single family and custom homes. ... You might just say it was meant to be."
"The Pinehills' positioning is: Why shouldn't every day feel like a vacation?" said Patti Cmielewski, vp, management supervisor at Hill, Holliday, Boston.
Located in Plymouth, Mass., the community consists of 3,000 acres of land, about 2,800 of which are protected.
The Pinehills markets single-family, custom homes, townhouses and condominiums. The initial effort in cludes two print ads, radio and outdoor. Ads began running last week in such publications as The Boston Globe and The Wall Street Journal.