Summerlin shows off residents

The master-planned community of Summerlin launched its 2013 marketing campaign this week, and according to Danielle Bisterfeldt, Summerlin marketing director, community residents are the stars of the new multimedia campaign.

“The Summerlin 2013 advertising campaign is anchored by the community’s primary core value: authenticity,” Bisterfeldt said. “To that end, the campaign features real Summerlin residents, and all images were shot on location at iconic locations throughout the community.”

Bisterfeldt said the new campaign, which is an evolution of Summerlin’s hallmark “This is Summerlin, This is Home” 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.”

“For those reasons and more, Summerlin is a home to a growing list of thousands seeking a higher standard of living in our valley,” she said. “Ultimately, the campaign highlights the best of what Summerlin is and the best of what Summerlin is becoming.”

Las Vegas-based advertising agency R+W Advertising created the campaign that features new photos by nationally renowned photographer Rod McClean and showcases new, never-before photographed Summerlin locations in the fast-growing southwest region of The Mesas village.

The TV spot features an editorial montage and is set to “Home” by recording artists Collective Soul to create an authentic and emotionally evocative Summerlin journey — a visual scrapbook of life in Summerlin.

According to Bisterfeldt, the new campaign targets multiple age groups respective to the community’s diverse 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 multigenerational and speaks to all life stages.”

Among those residents featured in the campaign are members of Palo Verde High School’s women’s’ championship softball team.

According to Bisterfeldt, 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,” she said. “For the championship Palo Verde women’s softball team, their dream has already come true. Being part of a great and supportive community has made their experience even better. These kids grew up here so Summerlin will always be home to them. The team was naturally excited to be part of this campaign.”

Developed by The Howard Hughes Corp., Summerlin began to take shape in 1990.

For the past two decades, national and regional studies have ranked it among the country’s top 10 best-selling master-planned communities. According to national real estate consultant, RCLCO, Summerlin ranked 12th nationally for home sales in 2012.

Located along the western rim of the Las Vegas Valley, Summerlin encompasses 22,500 acres with approximately 6,600 acres remaining to accommodate future growth within the master plan.

The community is currently home to more than 100,000 residents.

Amenities include more than 150 neighborhood and village parks, more than 150 miles of the Summerlin Trail System, 26 public and private schools, 14 houses of worship, nine golf courses, shopping centers, medical and cultural facilities and business parks.

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

Luxury apartment homes offer monthly rents starting from the $800s.

Visit www.summerlin.com for more information.