Chicago, Magnificent Mile
Branding Tagline Business Papers Marketing Collateral Direct Mail Video Advertising Campaign Website Development Events Signage Wayfinding
When the developers of the Ritz-Carlton Residences, Chicago, Magnificent Mile decided to create the premier residential high-rise in the city, we helped them develop a campaign that would generate awareness in the marketplace – before breaking ground. With the engagement commencing prior to a sales center to demonstrate the building’s living spaces and finishes, PDC was faced with the challenge of communicating the promise of what was to come.
Tagline and Campaign Theme
Beginning with the development-period tagline, “Expect the Extraordinary”, PDC crafted RCR’s unique voice — supported by a multi-layered communication and marketing program with key messaging focused on Ritz-Carlton sophistication, attention to detail and personal service. The result was a far-reaching campaign that captured the essence of the property and its legendary brand.
RCR Sales Package
What’s the vision? What’s the difference? What will my views be like? What will my experience be like at RCR? 1BR, 4BR, where to shop, where to eat, and answering all the questions in between. The property’s sales brochure presents a resident’s private journal, beautifully illustrated with handwritten notations that intimately convey the experience of living at RCR in the heart of a world-class city. Authentic. Personal. Take it home. Look it over. Feel the elegance.
LARGE FORMAT PRESENTATION, CONCIERGE PRESENTER AND RESIDENT BINDER
“EXTRAORDINARY” ADVERTISING CAMPAIGN
The Ritz-Carlton brand is all about “extraordinary”. The launch campaign — created, written and designed by PDC — spoke to the things that would soon make RCR so exemplary. It also began a dialogue clarifying that this is not a hotel with a few residence floors like the competition in town. RCR is a residents-only property offering all the service and amenities you’d expect from the Ritz-Carlton brand.
RCR Virtual Tour
Signage and Wayfinding
PDC consulted, programmed (thank you partners at Nicholas Associates, Oak Park), designed and produced the RCR signage and wayfinding system to bring the brand promise to its finished details.