Our long-term advertising client, Brookfield Homes, came to Bailey Gardiner with an advertising problem. Their high end community, Calabria, was close to being sold-out—but traffic to the sales office had slowed down.

They needed to attract fresh blood to boost sales, and they needed to do it fast. We came back with three creative advertising campaigns that capitalized on the unique attributes of the property:

1. Calabria is one of the last, new home communities left in San Diego that’s just a short drive from beaches, downtown, wineries, the airport, fine dining, golf courses and great parks—to name a few.
2. Although it’s location is central, Calabria is entirely surrounded by canyons which makes it feel secluded. Here, there is more wildlife, less noise and even the stars are brighter due to the light pollution.
3. These homes are top of the line. From quieter sinks, stairs and cabinets to floor plans that take advantage of every square inch, these houses are the creme-de-la-creme.
4. At the start of the campaign there were only 9 homes left. Urgency was a key component to our message.

This campaign had to be up and running fast. We presented three concepts that included ideas for behaviorally targeted web banners, eblasts, radio and print ads for publications catering to niche markets (business newsletters, relocators, etc.). Samples of the print for each campaign are below:

Campaign 1: The right combination

Campaign 2: Live far away from it all.. but still close

Campaign 3: Last chance

Brookfield radio spot
And the winner is… campaign #3! And we are proud to announce that since the start of the campaign, Brookfield has sold $5 million worth of homes at Calabria… and counting.