Apartments, condos, and townhomes at the Harbor were not seeing the same kind of traffic as other local markets, so Peterson Companies turned to Grafik to tackle the challenge head-on. Our insights led us to create the “Make The Harbor Your Home” campaign, an effort that successfully positioned the Harbor as a one-of-a-kind neighborhood through marketing and advertising executions across print, digital, and outdoor channels.
National Harbor
Make the harbor your home
Everyone knows National Harbor as a fun getaway—a destination with great restaurants, riverside walks, and the extraordinary Capital Wheel. Research, however, showed that next to no one saw National Harbor as a place to call home.
The campaign rollout
Grafik’s designers led creative execution to showcase the diverse perks of a harbor lifestyle, while our marketing team handled media strategy and ongoing testing to understand which messages and concepts were resonating most with potential residents.
Bringing it home
In addition to capturing the attention of nearby mobile audiences through geo-targeted ads on platforms like Waze and Instagram, our integrated marketing efforts across social, video, and search channels helped boost traffic to the National Harbor website by 25% during the first flight. And as more locals recognize the emerging neighborhood as a great place to call home, brand new residential properties like the Haven have already begun selling out ahead of schedule.
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