Flash 8 or greater required to view .

Bloomsbury Estates

client: A historically-inspired condominium development set between one of Raleigh's most established residential neighborhoods and its growing urban core.

objective: Position Bloomsbury Estates' unique qualities to meet aggressive pre-sale goals.

challenge: Buyers who are typically drawn to urban condos want modern styling, while those who appreciate its traditional look favor single-family homes.

response: Through careful analysis of its unique advantages, position Bloomsbury Estates with the brand promise ''Life without compromise'' to those who appreciate both the feel of an established home and the convenience of condominium living.

results: The ''metro vs. retro'' campaign generated awareness and understanding—meeting sales goals—and, based on a greater than expected interest, the developer has accelerated plans for the second building.