» Client: The Collection at Chevy Chase
» Job: Lure high-end boutiques, such as Jimmy Choo and Bulgari, from all over the world to a new retail development in Chevy Chase by marketing it as the region’s most sought-after address for couture. Once the lineup of boutiques is in place, switch gears to market The Collection to Washington’s wealthiest residents.
» Agency: The Ad Agency in Washington, D.C.
» Theme: The Collection at Chevy Chase: The Rodeo Drive of the East Coast
» The Concept: The Ad Agency positioned The Collection at Chevy Chase, which also includes Max Mara, Bulgari, Co-Op Barney’s New York and Gucci, as the one-stop shop for high-end retail in the Washington region. Rather than considering Tysons II or Georgetown ascompetition, the Agency sold The Collection as an alternative to New York City or Los Angeles shopping.
» The Plan: Place a limited number of ads in print publications such as Capitol File, and target potential customers with a direct mail campaign. But the majority of publicity and buzz was scored through press coverage. To date, The Ad Agency has garnered more than $400,000 worth of ad value with local and national coverage. A grand opening party featuring supermodel Petra Nemkova on Thursday evening will be the culmination of several years of promotion.
» Creative Team: Debi Gasper (president/creative director), Kacey Hoffman (art director), Jessica Sandberg (account executive) and Phillip Workman (account executive)
» Ages: 21 to 48
» Background: Gasper, who founded The Ad Agency 25 years ago, grew up in the area and got her degree in advertising from the University of Maryland. The team has worked on both local and national campaigns for clients including the Old Post Office Pavilion, the Washington Convention Center and several real estate development companies.
» Working on Next: Publishing the annual report for the Washington Convention Center and promotions for the National Museum of Americans at War, a Manassas museum still in the planning stages.
