Real Estate Central

BERWYN, Ill., June 24 /PRNewswire-USNewswire/ — The City of Berwyn and
the Berwyn Development Corporation (BDC) announced today the creation and
launch of a new, integrated 2008 marketing campaign. While 2007 was the
first year launch for the program and included a more limited network of
billboards, this year’s updated destination-marketing campaign includes an
expanded program that will combine mainstream, jumbo and junior size
panels. These various size billboards grouped together are expected to
uniformly create a more significant marketing network and generate a
stronger wave of impact on Chicago consumers compared to 2007. Along with
this new 2008 campaign, the BDC will also conduct direct-to-consumer
outreach at special events in Chicago. The goal of the campaign is to
continue the momentum that was ignited and generated through the 2007
program and continue encouraging long and short-term homebuyers who live in
Chicago to consider Berwyn, IL as a first-choice, conveniently located
option. The billboards are installed in extended key-location zones where
automotive and pedestrian traffic counts in Chicago are high.

This year’s campaign theme and overall messaging will continue to
incorporate geographical convenience through the usage of a modified bull’s
eye graphic, which was a key-visual component that helped in 2007 raise
visibility and establish a brand presence for Berwyn among consumers living
in Chicago. In addition, and new for 2008, this year’s billboard messaging
will take a step further from the 2007 campaign by emphasizing on the many
advantages that Berwyn has to offer through the release of the new tagline,
“Living in Berwyn Makes Life Easier.” While the mainstream and Jumbo size
billboards will feature this tagline along with the bull’s eye graphic, the
junior, street level panels, will support the statement by elaborating with
additional details on how Berwyn makes life easier. Together, the
jumbo/mainstream and junior billboards will collaboratively reveal an
elaborated story about Berwyn and will allow consumers to make the
connections between the different statements as they discover them
throughout the city of Chicago.

In order to ensure a successful campaign rollout, the BDC pursued a
multi-phase research project that involved a survey program through which
only Chicago-based residents were recruited. Approximately 50 out of 103
targeted individuals responded to the survey. Respondents were asked about
their opinion on the 2007 program, as well as their current perception of
Berwyn. A variety of creative and messaging concepts were also developed
and tested based on their feedback. The research was instrumental in
helping the BDC assess weaknesses and opportunities for the 2008 program.

“Last year’s campaign was a first for us and a bold move indeed,” said
Tom Benson, President of the BDC. “With all the buzz and positive attention
we received as a result of this program, we decided to pursue a second
round for 2008. It is important for us to maintain this marketing program
if we are to continue building a stronger brand-equity and more awareness
for Berwyn. The program not only generated more media coverage for the
area, but it also created more exposure, a stronger sense of community
pride and a higher level of interest among prospective home buyers and
commercial investors. With the many positive changes going on in Berwyn,
including a recent move by City Council to approve a new human rights
ordinance geared at honoring and protecting diversity, we are ready to tell
more people in Chicago about our story, our evolution and our commitment to
showcase our proud community. For this reason, this program represents an
important long-term investment that will continue to help us grow in a
positive direction,” he added.

More information on the integrated marketing program can be accessed at
http://www.WHYBERWYN.com. The Berwyn Development Corporation (BDC) is located in
Berwyn, IL and includes local business and resident members and is a
501(c)3 not for profit organization.

CONTACT: Tony Griffin

Berwyn Development Corporation

(708) 788-8100

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[Via Real Estate Newswire]