THE EVOLUTION OF LUXURY

The premiere of Berkshire Hathaway HomeServices Georgia Properties Luxury Collection Black and White Elegance campaign introduced the market to a NEW ERA OF LUXURY and REDEFINED THE LUXURY REAL ESTATE EXPERIENCE! The campaign used iconic fashion to drive imagery and evoked an emotional response that is aspirational in its elegance. The multi-phased campaign continued development in collaboration with the Savannah College of Art and Design (SCAD) and renowned architect, Bill Harrison. The iconic lady image used in the first stages of the campaign was reminiscent of classic Hollywood glamour and created an emotional connection to luxury consumers and agents. This aspirational and inspirational approach was a complete departure from traditional real estate marketing. Other elements of the campaign included storytelling, luxury personas and the use of the 5 senses in luxury materials and the luxury property showing experience. The innovative designs and the effective use of print, digital and social marketing were very successful in generating award-winning recognition and results with over 486% sales volume increase.