Client: Metro Properties Inc. (Washington, DC)
Agency Team: Merrick Towle and Sawmill Marketing PR (Bethesda and Baltimore, MD)
Campaign: Grand Opening of Allegro Apartments
Duration: March-April 2009
Budget: $75,000-$80,000
Allegro Apartments opened in late April in the Columbia Heights neighborhood of Washington, DC, continuing the neighborhood's revitalization process that has been taking place over the past few years. Metro Properties promoted the grand opening to a young, urban, and hip audience through events, online buzz, and more traditional outreach.
Strategy: "The challenge was that a lot ...