When East Bank Club members leave the building they’re confronted with a large, two-panel billboard touting the recently-opened 500 Lake Shore Drive as “Chicago’s most sophisticated apartments.”
The same scene will greet prospective residents of the soon-to-open Hubbard Place, 360 W Hubbard, and Kingsbury Plaza, 520 N Kingsbury, if they approach the buildings from Kinzie St.
Does 500 LSD compete with Hubbard Place and Kingsbury Plaza for the same renters despite the very different locations? Is the 500 LSD billboard smart guerrilla marketing or unsophisticated targeting of an audience? Or?
Note: Kingsbury Plaza is the sponsor of our River North apartment guide.
Hubbard Place and 500 LSD are targeting the same demographic. Someone who appreciates amenities and level of finish. Of the new inventory, these two buildings have set the bar. Maybe the billboard should read “Rent Here and Dump this Gym Membership” since these two buildings have lavish facilities.
Kingsbury Plaza (one of our sponsors) also has “lavish facilities” and has direct access to the East Bank Club.
I doubt that EBC members consider it just a “gym membership” so your suggested message is unlikely to resonate.
If your email address is accurate you really ought to disclose that you’re involved with a competitor of these buildings.