The Hearthstone
3rd3rd developed a bold, imaginative marketing campaign for The Hearthstone’s new Cove East expansion in Seattle, turning a rare real estate opportunity into a local myth.
Challenge
Before breaking ground on The Cove East, a new collection of 22 upscale condominium-style residences in Seattle’s desirable Green Lake neighborhood, The Hearthstone needed to secure 11 deposits to establish project viability. The challenge was generating significant interest and urgency around a premium offering in a competitive market.
Solution
3rd3rd created a distinctive campaign surrounding a mythical “Green Lake Mermaid,” drawing a playful connection between spotting the elusive creature and discovering a rare opportunity to live in one of Seattle’s most sought-after neighborhoods. The creative concept came to life through an integrated print, direct mail and digital marketing campaign designed to capture attention and drive prospects to exclusive open house events.
Results
The campaign exceeded expectations, achieving its 12-month goal in just 90 days. Two open house events attracted more than 260 attendees, generating 15 presales and ultimately securing deposits for all 22 residences. With just $35,500 in marketing investment, the campaign generated $8.9 million in deposits, representing an estimated 250:1 return on marketing spend and positioning The Cove East to move forward with development.
