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BOSTON-DeWolfe New England broke from tradition in a $6 million ad campaign targeting home buyers.
Created by Horizon Graphic Communications in Milford, N.H., the effort avoids photographs of properties in favor of gently blurred painted images of home interiors coupled with stories told from the perspective of satisfied consumers.
In its “One stop and you’re home” campaign, the Lexington, Mass.-based real estate company bills itself as an inviting shopping center for home buyers.
“We wanted to develop a brand image,” said Barbara Chambers, DeWolfe’s marketing director.
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