All paid advertising was coordinated in conjunction with a larger year long #DAVIS50 campaign: celebrating DAVIS’ golden anniversary. While external partnering was intentionally kept to a minimum, the in-house team at DAVIS strategically partnered with an external agency to develop the initial print advertisements.
Brand Ads:
Each of the four full page brand ads focus on an employee past or current who has profoundly shaped DAVIS with a headline that calls out a characteristic, with sub copy to expand on the point. The final ad features Jim Davis Senior, appropriately bringing them all together. These headlines draw in the reader, while the body copy expands the point, while seamlessly relating to client touch points and the value DAVIS brings. The images are original, and were all taken while working at DAVIS.
Tactical Ads:
The three tactical list strip ads appear under strategically selected Top Lists in the WBJ, and call out 1966 trivia. This juxtaposition of 1966 pop-culture trivia with the DAVIS legacy narrative draws the audience to connect with the energy of DAVIS’ founding year, while relating it to their current experience of DAVIS, and the company’s future – tying it back to the value DAVIS brings for positive recall.
The ads bring a different, memorable perspective to the commercial real estate audience, echoing the campaign message.
DAVIS50 Advertising Campaign
Category
Advertising > Advertising-Print
Description
DAVIS Construction
Rockville, MD
Winner Status
- Merit Award