Branding a new city center is no small task, especially when it involves motivating millennials to embrace and envision a unique mixed use community–that is currently a 46-acre abandoned mall site. Understanding the target audience is just the beginning. Here’s a look at how the brand has set the stage in communicating the desired energy, amenities and lifestyle millennials seek.
Once the branding was complete, we created a video to encapsulate the new brand and give audiences an intimate look into the experience that Park Lane will offer residents, consumers and retailers.
The Groundbreaking event for Park Lane had amazing attendance and results. Attendees included Government Officials, CEO’s of top area companies, local business owners, vendors and an abundance of media outlets. Media results included 10 feature stories, 331,620+ people reached, 3 broadcast placements and 10 online media placements.
Augustine branded and is currently marketing Rancharrah, a master planned community, the past iconic estate of Bill Harrah. The community will include over 650 homes, a 40,000 sf private club, and over 62,000 sf retail center and much more. The Legacy video tells the story of the legendary past and promising future of the development.
After the brand was established, we held an extremely successful public Grand Opening event. Over 2000+ people attended, 100% of released homesites were reserved and 75% of the 250 non-resident club memberships were reserved.