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The Bingham:
Trendy Loft Apartments in Cleveland’s Historic Warehouse District
When developers from Chicago decided to renovate one of the largest
buildings in downtown Cleveland’s Historic Warehouse District
into luxury loft-style apartments, they turned to the full-service
agency Robert Falls & Co. to create a comprehensive marketing
and PR campaign.
Located in the heavily populated Warehouse District area, which
is known for its eclectic mix of restaurants, nightclubs and art
galleries, the campaign was designed to attract young professionals,
empty nesters and corporate employees relocating from out of town.
Marketing efforts concentrated on building a unique brand, and selling
a fashionable, downtown lifestyle while positioning the Bingham
as THE trendiest address in downtown Cleveland.
Since the typical Bingham resident would utilize the Internet frequently,
a web site, focusing on the one-of-a-kind floorplans and amenities
was deployed. A companion brochure that highlighted the apartments’
uniqueness through architectural renderings and contemporary photography
was also created. In addition to promotional materials, a complete
advertising campaign that consisted of pre-lease Internet and print
advertising, as well as event sponsorships, giveaways and a radio
promotional campaign were produced.
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