Challenge
Introduce and position a new master-planned community.
Selected experience / Master Planned Communities
Cinco Ranch.
Discover the New American Dream.
The assignment / At a glance
GO’s Role
Community marketing and campaign positioning beginning in 1991.
Idea
“Discover the New American Dream.”
Execution
An enduring community story carried into advertising and buyer experiences.
Results & Evidence
National recognition for the 1991 and 1992 community marketing campaigns; original advertising and account coverage appear below.
Relevance Today
Connect a community’s promise with an experience buyers can see themselves in.
The campaign idea
“Discover the
New American Dream.”
A community needs more than a name. It needs a story people can see themselves in.
1991 / An enduring idea
A story with
staying power.
In 1991, Goswick & Associates took on the Cinco Ranch account. The campaign that followed was recognized as the nation’s best master-planned community marketing campaign in both 1991 and 1992. It helped establish sales momentum that continued for the next 25 years.
From the GO archives
The idea.
The beginning.
The first image is a 1997 Cinco Ranch ad. The second is the 1991 Houston Post report announcing the account. Together, they show how an enduring idea took shape and continued to serve the community.
View at full size
View at full size
View at full size
The lesson for the future
Tell the story.
Fulfill the promise.
Tell people what a place makes possible, then build an experience that fulfills the promise for years to come.
Television campaign
The commercials.
30-second TV commercial
Video source / Vimeo
15-second TV commercial
Video source / Vimeo
Let’s GO make an impact
What’s your
next move?
Bring us the opportunity, the challenge, or the big idea. Let’s define the outcome and put the right specialists around it.