Challenge
Introduce a new community along a corridor the market had questioned.
Back to the Future | The GO Archives — 09
Shadow Creek
Ranch.
An overlooked corridor. A new direction for Houston.
The assignment / At a glance
GO’s Role
Community campaign positioning and marketing.
Idea
“Only 15 minutes from anywhere” was the historical campaign message.
Execution
Connect the community’s location with its audience, including Texas Medical Center workers.
Results & Evidence
The story reports approximately 1,000 homes built annually by 2005; original campaign and coverage appear below.
Relevance Today
Find the audience for whom a perceived obstacle becomes an advantage.
Seeing the opportunity
“The wrong freeway.”
That was how some in Houston’s real estate industry saw the Highway 288 corridor south of downtown. Developer Carlo Ferreira saw something else: available land with a direct connection to the Texas Medical Center.
Ferreira and his partners assembled the land for Shadow Creek Ranch, a 3,500-acre master-planned community in Pearland. In 2001, Houston Chronicle real estate journalist Ralph Bivins suggested he meet with David Goswick.
2002 / The campaign
“Only 15 minutes
from anywhere.”
Goswick & Associates helped turn the location skeptics questioned into the heart of the campaign. Launched in 2002, “Only 15 minutes from anywhere” spoke especially to people working in the Texas Medical Center: a new community could put home within reach of work and the rest of Houston.
The response
A new direction
for Houston.
The response exceeded early expectations. By 2005, Shadow Creek Ranch was building approximately 1,000 homes a year. The community helped accelerate Houston’s growth south along Highway 288, bringing homes, businesses, and investment to Pearland.
From the campaign archives
The 2006
Home Giveaway.
Television archive
Shadow Creek Ranch
on KHOU.
Video source / Vimeo
The lesson for the future
Look again.
Look again at what the market has dismissed. The right audience may see an opportunity where others see an obstacle.
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.