campaigns

creekside park

Creekside Park, the newest village in The Woodlands, embodies the "natural" spirit of the entire community. Bordering the
1,700-acre George Mitchell Nature Preserve, Creekside Park has unprecedented access to nature and outdoor activities like
camping, canoeing, fishing, kayaking and hiking.

In order to celebrate the dawn of Creekside Park, The Woodlands Development Company needed to generate awareness for the 3,500-acre village and associate the name with its natural amenities. Specifically, their goal was to promote a Grand Opening event on Oct. 20, 2007, and build name identification for continued interest from prospective homebuyers.

John Manlove Marketing & Communications developed a multi-platform marketing and PR campaign themed "Life's Next Great Adventure." It featured advertising across all media, as well as event collateral that reflected the theme. In general, the advertising featured images of families enjoying the outdoors. They highlighted Creekside Park's unique characteristics and created subtle allure for family experiences to be had there.

This was enhanced with graphic elements that evoked the shapes of nature. For instance, print ads featured vine-like overlays in the corners. All the advertising featured nature icons like leaves and butterflies that corresponded with navigational buttons on the village's microsite on TheWoodlands.com.

Since the successful launch of Creekside Park in 2007, JMMC has continued to promote the village with advertising and promotions that build on the theme "Life's next great adventure". As of July 2011 Creekside Park has sold over 1,400 homes.

elements

• Unique creative that reflected The Woodlands Development Company's brand.
• Colorful collateral package for potential homeowners.
• Two thirty-second television ads, shot on film and edited in HD.
• A sixty-second radio spot promoting the Grand Opening event.
• Long-format HD video and graphic display for use in The Woodlands Homefinder Center.
• Full-page print ads for multiple publications.
• Unique microsite on TheWoodlands.com.
• Grand Opening event invitation, decorations and directional signage.

effect

• While the advertising campaign was running, The Woodlands website experienced record traffic. At the height of the campaign, in October 2007, the site had more than 800,000 hits.
• The Creekside Grand Opening had the most traffic of any village opening, with more than 20,000 attending.
• After only three months, more than 100 families had purchased homes in Creekside Park.

awards

• Silver Spur award for marketing achievement in the launch of Creekside Park (Texas Public Relations Association)
• Prism award: Event of the Year (Greater Houston Builders Association)
• Prism award: Radio Commercial of the Year (Greater Houston Builders Association)
• Silver Addy for television campaigns (American Advertising Federation – Houston)
• Silver Addy for interactive media (American Advertising Federation – Houston)
• Silver Addy for collateral material (American Advertising Federation – Houston)
• Two Citations of Excellence for television ads (American Advertising Federation – Houston)
• Citation of Excellence for consumer print ad (American Advertising Federation – Houston)