The Coldwell Banker Realty brokerage requested a print ad campaign to complement the TV ad with similar messaging to run in its local print advertisements. Starting with the tagline as inspiration, we asked ourselves, “where does the home consumer want to be guided to, and why there?”
Because the initial request was for Boston, we chose locations that only Bostonians would know that are dearly loved and sought-after by home buyers. Every ad featured local imagery that would resonate with both buyers and sellers. Copy began with “Guiding you to the place…”and was finished with an example of a local spot that would appeal to the audience: …where the ballpark is your own back yard, … where the T is just two blocks away, … where’s it’s smooth sailing on the Charles.