TRIBUTE GIVES RADIO A TRY
By Adnews Staff
Tribute Homes of Toronto is using radio for the first time to promote its housing developments. The campaign focuses on some of the differences between Tribute and other developers. For example, when Tribute is building a subdivision, it is the only developer in the area. Most subdivisions are developed by several builders. In addition, Tribute tries to make the development a community. It hires a person to help out buyers by doing such things as assisting them in locating day care and introducing them to other neighbors so they can feel at home more quickly. Until now, Tribute used newspaper ads to promote itself, highlighting its price points and interest rates. The company decided to move into radio because newspapers are filled with developers talking about prices and interest rates. Tribute wanted its ads to hit consumers on a more emotional level. The ads feature the sound effects of a quiet residential neighborhood such as children playing. The campaign was created by Hennessy & Bray Communications of Toronto. The agency won the business in the summer after a competition with three other agencies. The developer currently has six different developments under way in the Toronto area, Oshawa, Ont. and the Kitchener-Waterloo, Ont. area.