[vc_row el_class=”scroll-reveal small text-align-left”][vc_column][vc_column_text]In 2005 CNL launched a new real estate investment trust centered around recreation and lifestyle properties. The objective with the launch campaign was to inform broker/dealers about the innovative REIT concept and provide them with the tools to sell the REIT in order to generate a large influx of cash. The challenge was to appeal to a generation about to retire that didn’t see itself as growing old or slowing down.

As the project’s art director and lead creative, Matt proposed the idea of boldly featuring the under-utilized orange accent color from their logo it as the primary brand color for the new REIT, lending a powerful expression of energy, vibrancy and sunny optimism. Also presented was a proposed consumer-oriented lifestyle magazine the REIT could send to their investors titled VIM (Vital Investor Magazine), which included articles on travel, health and wellness, and wealth management specifically geared to active retirees.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”2356″ img_size=”full” alignment=”center” onclick=”link_image”][/vc_column][/vc_row][vc_row el_class=”scroll-reveal small text-align-left”][vc_column][vc_column_text]For the launch a custom welcome kit was developed. The kit was delivered to 20,000 financial advisors all across the nation and held an introductory letter, a prospectus and several investor kits, a branded alarm clock and a custom package of coffee, all delivering the message, “Wake Up To Income.” The campaign message to investors was “Income for the Time of Your Life.” Rich in imagery that communicated the lifestyle benefits of investing in this fund, the messaging was delivered through print collateral, interactive CDs, direct mail and website.

The roll-out of CNL Income Properties was one of the most successful REIT launches in CNL’s history, and the company grew exponentially in assets under management following this campaign.

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