Atlanta Real Estate Forum congratulates Berkshire Hathaway City Haus/Marketing Results for winning a Gold OBIE for Best Brochure for a Community for Airline condos in Atlanta’s historic Old Fourth Ward. Presented by the Atlanta Sales and Marketing Council, the OBIE Awards are the premier awards given in the Atlanta new home construction industry for homes, condos, remodels and townhomes.
Airline is a unique project of 29 condos located in Atlanta’s historic Old Fourth Ward where you can step out your front door and be immersed in the vibrant lifestyle of O4W. Airline is bike- and dog-friendly, just steps to the BeltLine and an easy stroll to Krog Street Market – the perfect combination of location and lifestyle.
Our target market is mainly urban millennials stepping into the housing market for the first time. They seek a contemporary low-maintenance lifestyle in a vibrant up and coming, walkable intown neighborhood.
In keeping with the trendy, urban O4W neighborhood, we decided to create a smaller 8” x 8” tri-fold brochure. The front simply features the logo in a vertical format, a sliver of the exterior rendering and a strategically placed die cut – which allows one to see the tagline, “A Direct Line to Life,” printed on the inside fold. The floor plan handouts that complement the brochure all have the unit number and information in the bottom right hand corner. One placed inside the brochure, the tagline is then covered with the plan name.
With the project currently under construction and no building to walk, the marketing team had to create an informative brochure that painted a picture of the lifestyle Airline had to offer.
3-D renderings were utilized to highlight the main amenity – a stunning rooftop terrace with skyline views of downtown Atlanta. In addition, they included 3-D renderings of the exterior, as well as an interior, which highlighted the look and feel of Airline. Short copy, inviting people to “make a beeline to Airline,” again played off the “line” in Airline. Simple bullets highlighted the project’s walkability to the BeltLine and Krog Street Market – two of the condo’s huge selling points. Fun and brightly colored icons of a bike, runner, dog, knife and fork, tree and shopping bag were strategically placed throughout the brochure to reiterate that Airline is bike- and dog-friendly, close to parks, the BeltLine, as well as boutique shops and restaurants. A fun, colored POI map is located on the back panel.
The condos started pre-selling on Memorial Day weekend and guess what? Buyers are making a beeline to Airline! Over 5 contracts were written the first weekend!
The Greater Atlanta Home Builders Association’s OBIE Awards celebrates its 38th anniversary in 2018. The awards began in 1980 and have grown throughout the years to include more than 100 building, remodeling, marketing and personal achievement categories. The OBIE Awards are named after the obelisk shape of the actual award given. To see all of this year’s OBIE award winners, visit www.AtlantaRealEstateForum.com/category/OBIEs. Make sure to like, share and comment on this story.