Avenue One Properties needed to reassert their presence with the high-end real estate market while attracting the next generation of homebuyers. The Love Your Area campaign engaged the Austin community directly to tell a story bigger than contracts and closings. We distributed documentary kits with Lomolito FILM cameras (not digital) and journals. One-hundred people participated in capturing their unique view of Austin. It was an epic multi-media project that got AvenueOne noticed. We used the images to launch the campaign at the Austin Museum of Art where select prints were sold for charity. Images were put into a micro site where they could be viewed by location. We also used the images and stories for print, out of home and direct mail. We didn’t have Facebook, Twitter or Google Maps mash-up technology yet and the effort still made a huge impact. Perhaps it was a campaign a few years ahead of it’s time.
