This 1000-acre community was assembled over several years with the vision of eventually creating a golf course community. It would be the first new golf course in Las Cruces, New Mexico, in over 50 years and a sizeable community for the city. In order for it to be successful it must capture 25% of new home sales for the whole market area.
Drawing inspiration from Anasazi hieroglyphs for the logo, a tone was set for strong yet sophisticated imagery. Teaser TV ads depicted sand slowly blown from a buried silver bracelet revealing the logo etched into it and intimating a discovery in the desert. From the foil stamped and copper wire bound brochure embossed with hieroglyphic images to the topo table surrounded by glass-cased artifacts buried in the sand, the theme was consistent and intriguing. This market had not been recently exposed to a complete campaign with new housing designs combined with a top-flight golf course. Sales have exceeded expectations with Sonoma Ranch garnering 35% of new home sales in the marketing area.
Now in its third year, a new 55+ gated community has been introduced and again is exceeding projections. The fourteen national and regional awards won by Sonoma Ranch have been strongly merchandised in all advertising.
TV Spot 6.9 MB Quicktime file click "watch" to download
2835 82nd Ave SE, Suite A · Mercer Island, WA 98040 · voice 206.232.3630 · fax 206.232.3634
