ATLANTA The Leslie Agency said it has launched its first work promoting the opening of 55 RiverPlace condominiums.
Greenville, S.C.-based Leslie has developed a campaign for the local client that includes print, outdoor and collateral materials. "Imagine ... Greenville's new urban retreat" is the theme.
Carlos Jimenez, agency president, said RiverPlace would change the city's image.
"RiverPlace is going to help establish Greenville as one of the nation's truly great downtown residential areas, as well as a legitimate tourist destination," said Jimenez. "It is an honorable and exciting opportunity to create the image for such a vital part of our city's future."
Print ads are currently appearing in July issues of business publications, according to the shop. Outdoor and newspaper ads will begin running in July.
Campaign spending was not disclosed.
The 55 RiverPlace complex was built by Allora of Greenville, which has developed high-end properties in Litchfield Beach, S.C., Pinehurst, N.C., and Hammock Dunes, Fla. The new development encompasses 36 one- and two-bedroom units with private terraces. Sales begin next month at an auction conducted by Coldwell Banker Caine of Greenville, according to Leslie.