The Ad Agency produced this ad to introduce one of the market’s
largest planned developments to an environmentally concerned region,
with sensitivity and a touch of human emotion. This 554-acre development
will include office buildings, residential housing and a regional
super mall.
Convincing the people of Virginia to change their shopping habits
and head west to the new Dulles Town Center was an interesting
assignment. Establishing a brand personality and driving home
an “easier shopping” message had to be accomplished
in the same execution. In an area with a zillion malls, The Ad
Agency also had to bring some freshness and humanity to this over-stated
category. All media was involved: print, radio, Web site, in-store
promotions, and direct mail.
Use the controls below to listen to the Dulles Town Center radio
spots.
