The Hallmark
Print Ad 
Print Ad 
Print Ad 
Print Ad
The Hallmark
Challenge:
The Hallmark is a high-quality senior living center created for those with active, well-off lifestyles. Located in lower Manhattan's Battery Park City North, the project faced two marketing challenges. The first phase of the marketing focused on overcoming the barrier to Battery Park City as an area both unfamiliar and inconvenient to mass transportation. The second phase was even more daunting - after the devastation of September 11, 2001, the target audience needed to be assured that both the area was safe, and, The Hallmark was the finest residence of its kind in the City.
Change Reaction:
Recognizing there were two audiences, the campaign was designed to stir both emotion and intellect, appealing to seniors while instilling a comfort level with their children. Print and broadcast advertising and sales brochures offered the promise of "A Charmed Life" and highlighted the community's two settings: the parks, promenades and water views of the Battery Park City area, and the stunning accommodations and services of The Hallmark itself. Leasing levels rose from 40% to 97%.