Question

Topic: Taglines/Names

Luxury Residential Towers - Green Buildings

Posted by Anonymous on 7/17/2010 at 4:25 AM ET 250 Points
ok so i need your suggestions for a tag line- we are building two 62 storey residential towers, one commercial tower, and possibly a serviced apartment/hotel complex. the project is leed certified platinum grade green building - basically 100% eco friendly - using natural ventilation, solar panels, water reharvesting etc.

We missing a tag line for the same - our copywriter hasnt come up with anythign nice, so ive come to you for help :)

We are thinking along the terms of luxury, eco-friendly, and attential to detail (this is our core competency - we have spent ridiculous number of hours in our planning .. as if we were to live there .. surprisingly no other builder does that - they just look for ways to make maximum profit! lol).

So what should be our tag line?? Our copy writer came up with "Come home to luxury" .. i dont like it. To that, i prefer "green on the inside" - what are your views on this?

One more pointer - our stationery is going to be all black and white using green as a collateral everywhere... i.e. an umbrella will be black on the outside and green on the inside. ... you get the point.

All suggestions are welcome - please help me out!
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RESPONSES

  • Posted on 7/17/2010 at 7:15 AM Accepted
    Sincerely sustainable luxury
  • Posted on 7/17/2010 at 10:53 AM Accepted
    I think I'm with your copywriter. I'd focus the tagline on the luxury, and let the attention-to-detail and eco-friendliness just "be there" in the copy and with subtle references/visuals.

    I haven't done the research in your market (Where are you?), but I have to believe that the primary consideration for your primary target audience is luxury ... the setting, the views, the appointments, the quality of appliances and fixtures, etc. Eco-friendliness is probably a secondary or tertiary consideration, and not the thing you want to promote as a primary reason to purchase.

    As for attention-to-detail, I'm guessing it will be obvious to those who care (from the pictures) and totally irrelevant to those who don't care.

    Net: Focus on luxury.
  • Posted on 7/17/2010 at 10:08 PM Accepted
    "Go Green. Live Luxury."—For those on the greener side

    "Green on the Inside. Luxury All Over"—for the luxurious market
  • Posted by Jay Hamilton-Roth on 7/18/2010 at 4:34 PM Accepted
    Congrats on the LEED Platinum status. By all means mention the status in your marketing materials. But don't lead with LEED - focus on why someone really wants to live there. If it's luxury, describe how people who live there can live luxuriously and with a clear environmental conscious. If it's price, showcase how the LEED certification lowers the utility costs dramatically, showing that you can own a higher priced unit than the competition and long-term pay less for ownership.
  • Posted on 7/26/2010 at 2:42 AM Author
    Thanks guys - appreciate your help!

    We didn't want to include the word "luxury" in the tag line - so we've gone ahead with "Life in the Green" :D
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