Education Realty Trust – Allen & O’Hara

With locations in more than 20 states, Education Realty Trust (ERT) is one of America’s largest developers and operators of collegiate housing. ERT was undertaking major renovations at complexes all across the US.

Insight: Compared to previous generations, today’s college students expect a much more luxurious and entertaining living environment.

Action: Using movie poster spoofs, “walk of fame” floor graphics, and more, the “Coming Attractions” campaign tells students that at an ERT property, you will live like a star.

Results: Within 6 weeks, ERT leased more than 80% of its previously uncommitted inventory. The campaign also won numerous creative awards, including platinum and gold MarCom awards.

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	“Best Seat” This 6-foot free-standing sign greets prospective resident “stars.”		“Sunshine” Movie poster spoof promotes luxury pool areas.
	“Grub” Movie poster spoof promotes renovated kitchens.		“Couches” Movie poster spoof promotes renovated, furnished apartments.
	“Walk of Fame Stars” Floor graphics promote various renovations and amenities.