Case Study: Mosaic of Houston
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- Mosaic of Houston
Industries
Services
The Living Mosaic
CHALLENGE
With dirt being cleared and sales at zero, Mosaic of Houston wasn’t ready for prime time. This 30-story two tower condo development needed funding to build the first tower, increase sales and ultimately drive the completion of the project. Our challenge was to coordinate the branding, marketing and sales - as quickly as possible.
SOLUTION
The original brand was muted and without vision, so we turned bland into bold. After adjusting the visual brand, we created advertising that simulated the reality of living at the Mosaic of Houston. Media placement targeted potential residents and investors from the local Houston area, to as far as, Bogotá, Mexico. A higher level of sophistication was also introduced through a new website, print collateral, sales materials, signage and promotional items. Public Relations was instrumental in establishing local partnerships and media relationships, while working closely with the sales team and real estate agents. In addition, they focused on the national and international housing markets, spreading the word that Houston was a hot place to live and invest.
RESULTS
From in-flight airline magazines to email blasts, marketing efforts continually produced phone calls and web traffic that lead to increased awareness for Mosaic of Houston. At the launch and groundbreaking of tower one Kidd Group orchestrated an event attracting over 1,000 attendees including local elected officials, international guests, representatives from leading business and civic organizations along with a strong turnout from the Houston real estate community. The highlight of the evening was a cannon shot by the Texas Army and a brilliant light show with seven searchlights symbolizing the launch of tower one. By evening’s end 16 percent of tower one sold. The pieces fell into place and ultimately Mosaic of Houston’s first tower sold out, and was followed by the ground-breaking on tower two.
