Summerlin kicks off ad campaign

More than 18 years after Summerlin first began marketing itself as Las Vegas' newest master-planned community, The Howard Hughes Corp. unveiled the next evolution of Summerlin's branding efforts with a multimedia campaign that launched May 5.

The campaign is focused around a new interactive Web site (adventuresinsummerlin.com) with an outdoor adventure theme that underscores the community's active lifestyle.

According to Nikkole Liesse, marketing director for The Howard Hughes Corp., developer of Summerlin, the new campaign promotes the community's proximity to Red Rock Canyon National Conservation Area and plays up Summerlin's abundant recreational amenities that encourage a healthy, active lifestyle.

"Not every community can boast a list of amenities like Summerlin's," she said, referring to more than 150 miles of trails, 100-plus parks, three community pools including one that is Olympic-size, championship golf courses and athletic fields of all types. "Best of all, Red Rock Canyon is the backyard extension for all outdoor enthusiasts in the community. Being minutes away from world-class hiking, rock climbing and cycling puts Summerlin in a league of its own."

The new Web site is complemented by television advertising and e-mail blasts. According to Scott Robertson, creative director of Robertson Wood, a Las Vegas-based full-service advertising agency, the campaign features Summerlin residents engaged in the kinds of outdoor activities they typically enjoy.

"From rock climbing, golf, cycling, running and even soccer, the campaign showcases 10 Summerlin residents doing what they love best about living in Summerlin -- participating in a variety of outdoor sports and activities," he said.

According to Liesse, adventuresinsummerlin.com isn't just a sales tool. It also gives residents the information they need to take full advantage of all the community has to offer.

"Summerlin was recently featured in a National Geographic Adventure article that ranked Las Vegas the best city in America to live and play," she said. "It's no surprise that Summerlin received significant recognition in the article as the city's ultimate outdoor living community."

In addition to resident testimonials, the new Web site contains more than 100 links to relevant outdoor living Web sites.

The site also includes an interactive map to help residents take full advantage of the community's many opportunities for outdoor activity, according to Liesse.

"There's literally so much to do in Summerlin, it's almost impossible to grasp. The map not only educates consumers about our many outdoor venues and programs, it serves as a social tool -- connecting residents with common interests."

According to Liesse, there are a variety of reasons why Summerlin has ranked among the top 10 best-selling master-planned communities in the country since its inception.

"The parks, the trails, the golf courses, the sports fields, athletic leagues and proximity to Red Rock make the Summerlin lifestyle truly adventurous. The adventure is now playing on a computer screen near you."

Located along the western rim of the Las Vegas Valley, Summerlin encompasses 22,500 acres with about 9,000 acres still remaining to accommodate future growth within the master plan.

The community is currently home to more than 95,000 residents who enjoy a long list of amenities. They include more than 100 neighborhood and village parks, more than 150 completed miles of the Summerlin trail system, nine golf courses, 22 public and private schools and nearly 100 actively selling floor plans.

Homes are available in a variety of styles -- from single-family homes to townhomes, condominiums and lofts -- priced from the mid-$200,000s to more than $2 million.

Custom home sites in The Ridges are priced from the $500,000s.

Luxury apartment homes offer monthly rents starting from the $900s.

For more information, visit summerlin.com or call 888-898-5015.