The Situation
Downtown Summerlin is the heart of Las Vegas’ premier master-planned community, Summerlin. With 267,000 sq. ft. of new Class-A office space at 1700 Pavilion coming in 2022, there is a need to generate interest and leads for new tenants to fill the building.
The Solution
Transcending a simple reveal of the real estate offering, we identified the opportunity to inspire the entire community through a combination of live-action film-making and CGI to tell the story of a bold evolution for the entire vision of Downtown Summerlin. A vision that transcends cost per square foot, redefines expectations, and establishes 1700 Pavilion as the center of a new paradigm for living.
CLIENT
The Howard Hughes Corporation
We can’t predict the future, but we can tell its story.
THE WORK
Research, Strategy, Video, Print, Design, Collateral, Direct Mail, Digital, Social, Email, OOH
Vision Video
Mobile/Social Video
Mobile Web
Teaser Campaign
Building anticipation leading up to the Las Vegas Chamber’s Preview 2021, we counted down to January 21st with out-of-home signage announcing the new URL–where visitors were given a countdown to launch scheduled to go live during Preview. On launch day, VIPs were presented with gift boxes including branded swag and “boarding passes” with QR codes to drive site visitation.
Billboard/OOH
VIP Gift Boxes
The Results
Supported with Facebook, Instagram, YouTube and eblasts, the targeted, limited run media campaign generated a click-through rate of 3.8% from 500,000 impressions generating nearly 20,000 visitors. The mobile-first web experience did the heavy-lifting of sharing a vision for the future of Downtown Summerlin and the newest, hottest address in real estate: 1700 Pavilion. Maximizing a limited budget in a short window, the most important metric of all proved the campaign a great success: call volume from leasing agents and other interested parties exceeded client goals and pre-leasing is well under way.
CLIENT TESTIMONIAL
“Today was fast and furious and it took months of preparation, endless phone calls, numerous rewrites and a ton of late nights and working through the holiday to get here. We normally would celebrate in person or at least smile at each other and have that sense of accomplishment, but not this time. Please know that we are receiving great feedback externally and Hughes employees are excited.
Be Proud… We Did Great Today! Thank you all for doing your part and making us look amazing!”
– Danielle Bisterfeldt, SVP, Marketing + Consumer Experience
