Selling Generic Luxury: Avalon Bay
NPM, my first agency, pitched a national rental corporation (REIT) called Avalon Bay.
AB owned rental communities across the United States, that were characterized by simple, modular apartment buildings equipped with state-of-the-art electrical systems, appliances, and conveniences.
Avalon Bay offered conference rooms, health clubs, and other amenities. They were hotel/apartment hybrids for relocating executives.
I wrote the ad below for the pitch. Months later, when NPM became the agency of record, Avalon Bay insisted on running this ad to introduce their brand. It appeared in the Sunday New York Times.
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Please note that the concepts and copy exhibited in this website solely represent and are intended to promote my thinking and creative vision, and not the brands and manufacturers mentioned in them. Wherever a concept was published, printed, or produced, it is duly noted. Advertising creative is frequently speculative--even when it is done in a professional setting.