Posner launching branding program with Avalon

Real Estate Weekly, Feb 20, 2002

Posner advertising announced the launch of a national branding program for AvalonBay Communities, Inc. with the goal of establishing the REIT as the first national brand in the luxury segment of the apartment category under the more memorable, simplified name of Avalon Communities.

Recently awarded the AvalonBay Communities national advertising account, Posner Advertising spearheaded the branding efforts, express in the tag line "Time Well Spent[TM]"

"This message is one of a community that gives it's residents more time to enjoy life and makes reference to the luxury lifestyle our communities offer," said Dirk Herman, AvalonBay's V.P and chief marketing officer.

AvalonBay delivers on this promise in several ways. The communities are located close to major metropolitan hubs, so residents have short commutes and shopping and other necessities are with easy reach. In addition, apartments have high-end finishes, in-home washers/dryers and residents have access to a host of amenities and services including swimming pools, fitness centers, business centers and landscaped grounds and a level of service that place Avalon on the luxury tier.

"Having a unified brand identity builds recognition and loyalty," explains Posner Advertising executive v.p. and principle, Bob Posner. "Someone relocating to a new city and looking for an apartment who has enjoyed the Avalon living experience before, knows what to expect and will likely choose Avalon again over its competitors."

The advertising efforts have been most concentrated in the metropolitan areas of New York, Washington D.C., San Francisco, and Boston, where a number of AvalonBay Communities are located.

"This is a key point of the agency's media strategy for AvalonBay," continues Posner. "When several different AvalonBay communities have a presence in the same media at the same time, the consistent branding conveys strength and stature, which inspires trust."

The "Time Well Spent [TM]" message is consistent across all display and classified advertising, collateral and other marketing elements. This includes Avalon Communities consumer Web site (www.avaloncommunities.com), which Posner will be redesigning for a winter/spring launch. The new site will also contain expanded features including news, relocation information, tenant services, and insurance information.