New Summerlin TV campaign launches

The Howard Hughes Corp. will launch a multimedia campaign showcasing Summerlin June 11. The new campaign includes print, billboard and television ads, in addition to a new Web site with improved navigation, interactive community maps, photography and a direct connection to home builder representatives throughout the community.

According to Nikkole Liesse, marketing director for The Howard Hughes Corp., developer of Summerlin, the new campaign is a reflection of the community's continued evolution. "There is tremendous equity in the Summerlin brand as a premier Southern Nevada community that is now home to nearly 100,000 residents," Liesse said. "Everything is already here, so you're not waiting for amenities to arrive. Yet, with more exciting development on the horizon, the best may be yet to come."

Future development includes more than 7,500 acres, the 1.4 million-square-foot regional retail center of Summerlin Centre anchored by Nordstrom and Crate and Barrel, dining and entertainment offerings and Reverence, a new "green" village by Pulte Homes set to break ground later this year.

"The parks, the trails, proximity to Red Rock, the schools, the shops and the opportunity to live in a community with like-minded residents are just a few of the reasons why Summerlin still resonates with those seeking a quality and active lifestyle in Southern Nevada," Liesse said. "The new campaign, which is an evolution of the most recent "Home is Summerlin" campaign, shows Summerlin in all its glory -- from the stunning Red Rocks to its meandering and extensive trail system -- from its sweeping parks to its hip and cool gathering spots."

Las Vegas-based advertising agency Robertson Wood created the campaign that features new photos and video by photographer Andy Anderson of Lone River Productions.

According to Scott Robertson, president and executive creative director of the agency, the new television commercial is a true representation of the community and will include an editorial montage cut by Dave Barry of Stella Productions.

The TV spot will also feature music by recording artists Collective Soul and incorporate video footage from Summerlin campaigns dating back to the early 1990s.

"It is interspersed with new footage to create an authentic Summerlin journey," Robertson said, " - a visual scrapbook of the first generation of Summerlin residents."

Robertson is confident the campaign will resonate with those who remember seeing the original Summerlin commercials as well as with newer Las Vegas Valley residents who will appreciate the imagery and the feelings of "home" it is designed to evoke.

According to Liesse, the new campaign also targets multiple age groups respective to the community's changing demographics. "In the beginning, Summerlin appealed most to families," she said. "While Summerlin is still the ultimate family community, it has also become popular with singles of all ages, empty-nesters and couples without kids. The campaign is multi-generational and speaks to all life stages across the board."

Many of the campaign's new images feature real Summerlin residents, including several members of the Palo Verde High School football team.

According to Robertson, there are no better spokespersons for Summerlin than those who live in the community.

"It's especially meaningful to showcase those who actually live the Summerlin dream," he said.

Developed by The Howard Hughes Corp., an affiliate of General Growth Properties Inc., the 22,500-acre master-planned community is located along the western rim of the Las Vegas Valley and is home to more than 95,000 residents.

With as many as 7,500 acres still to develop, including its urban core, Summerlin Centre, Summerlin includes more than 100 neighborhood and village parks, more than 150 completed miles of the Summerlin trail system, 19 public and private schools, houses of worship, shopping centers, medical and cultural facilities, business parks and more than 60 model homes.

Homes are available in a variety of styles -- from single-family homes to townhomes, condominiums and lofts -- priced from the low $200,000s to more than $1 million. Custom home sites in The Ridges are priced from the $500,000s.

Luxury apartment homes offer monthly rents starting from the low $1,000s.

For more information on the master-planned community, visit summerlin.com or call 791-4500.