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  • Creating a wave of awareness for the ultimate beach house

    The JH Snyder Company bought The Marina City Club, a run-down but very visible Marina del Rey landmark, with the intent of revitalizing it and selling the units as long-term subleases.

    The developer was prepared to put some $30 million into the $200-million property to re-do each of the 600 apartments, as well as the on-site health and dining club, retail operations, and all the common areas. But negative press and sluggish traffic had plagued the project for months when we were asked to become involved.

    Our first task was to increase traffic through advertising. Our second was to create some visual excitement about the property, to let people know that these were no longer the same tired old towers they had been driving by for years without noticing.

    After a thorough analysis of the problem through our Visual Marketing Study, we developed a new symbol and logotype, >>

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    playing off the visual equity in the landmark status of the buildings themselves. Then we applied the look to a new system of marketing-oriented signs, colorful banners, even to the entry pass with which one is welcomed to the property. We also created a new ad campaign that emphasized the view, and the waterfront and mountain surroundings.

    The result: The average number of visits to the model complex per week quadrupled. Both residents and local commuters became aware that the property had changed for the better as the marketing program continued to expand to include the brochure, sales office, and a unique group of murals at key garage entrances to the buildings.

 

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Westside Pavilion
 
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