“We Develop Relationships” Ad Campaign
The boom era of the late ’90’s and early 2000’s encouraged a “build it and they will come” approach to real estate. Tenants were interchangeable and messaging highlighted the product over the person. The Alter Group wanted to pull away from the pack. Working with the executive team, we concepted an ad campaign that would be emotional, instinctive and place the people behind the deal at centerstage. Using our slogan “we develop relationships,” the ads were designed by Chicago-based Incognito Design and featured portraits of cherished clients and colleagues by fashion photographer, Ken France. We were flattered when a major REIT borrowed our concept for their ad campaign the next year.