Northwest NEWS

March 29, 1999

Valley Special

National marketing award for ad agency with local ties

   Subert-Gregory & Woodstrom, a Seattle-area advertising firm that specializes in marketing masterplanned communities, garnered the top awards for marketing excellence at the National Home Builders (NAHB) International Show in Dallas, Texas on January 15.

   The agency took home the Gold Award for Best Logo Design, Best Brochure, and Best Sales Office, as well as regional finalist awards for Best Signage and Best Website.

   The "crowning touch," said Mike Subert, president of the firm, "was the Masterplanned Community of the Year award. For real estate marketers, that's nothing less than the Superbowl."

   Subert has been a resident of Duvall since 1974.

   The awards honored the work done for Orenco Station, a new pedestrian and transit-oriented community in East Hillsboro, adjacent to Portland's Westside light rail line. The community, developed by Pacific Realty Associates, L.P. (PacTrust) and Costa Pacific Homes, was judged a winner from nearly 1,000 entries by a panel of award-winning home building professionals from all over the country.

   Subert, who also presented a seminar on changing new home marketing trends at the Dallas show, credited the extraordinary recognition given to Orenco Station with the innovative nature of the community itself, "and a terrific, talented team assembled by a client who understood from the outset that marketing is as critical an element in the development process as planning and design.

   "This continues to be an exciting project for us that keeps our in-house team on its creative toes," Subert added. "And everyone here is thrilled that this work has been recognized by about as tough an audience as you can get."

   Orenco Station has attracted nationwide attention as an example of what has been called the "New Urbanism," a move toward the best elements of the traditional neighborhood as an alternative to urban sprawl. It also won the 1998 Governor's Livability Award and the Gold Nugget Design Award last year.

   In September, Vice President Al Gore visited the community during the grand opening festivities of the Westside light rail station and praised Orenco Station as "Smart Development" for the type of land use planning and neighborhood design "that's needed to curb urban sprawl and to create more livable communities in America."

   "What PacTrust and Costa Pacific are doing here isn't so much 'New' Urbanism," Subert said. "Rather, it's 'Good' Urbanism. It's taking what really worked in the great old neighborhoods and combining it with modern technology, materials, and features to create a new lifestyle.

   "It's the kind of lifestyle that isn't limited to only selected buyers," he added. "Orenco Station offers a mix that appeals to small families, professional singles and couples, and empy nesters. How to get all of that across in a cohesive, compelling marketing program was the challenge we took on. It's wonderful that Orenco Station has been recognized for all it represents."