May 2006:
The Examiner: The Ad Agency pitches client as The Rodeo Drive of the
East Coastˆ

Lure high-end boutiques, such as Jimmy Choo and Bulgari, from all over the world to a new retail development in Chevy Chase by marketing it as the regionˆs most sought-after address for couture. Once the lineup of boutiques is in place, switch gears to market The Collection to Washington©ˆs wealthiest residents.

Agency: The Ad Agency in Washington, D.C.

Theme: The Collection at Chevy Chase: The Rodeo Drive of the East Coast

The Concept: The Ad Agency positioned The Collection at Chevy Chase, which also includes Max Mara, Bulgari, Co-Op Barney©ˆs New York and Gucci, as the one-stop shop for high-end retail in the Washington region. Rather than considering Tysons II or Georgetown as competition, the Agency sold The Collection as an alternative to New York City or Los Angeles shopping.

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