Weston Inc. Launches Clever New Approach to Lifestyle Marketing

One biography is about a night fisherman, the other about a man in love with his dog and his Harley and still another about the author of a soon-to-be-released novel about the Lake Erie Islands.  These are but three of the revelations in Weston’s new eight-part, tenant-focused marketing campaign.

The campaign highlights eight Weston tenants unveiling details about what they do outside of the office. 

“We could have promoted the usual bricks and mortar, but we recognized that concrete is not what this company is about” says Suzanne Broadbent, Weston’s Director of Sales and Marketing.  “We have always been about people.  Marketing buildings without revealing the personalities in those buildings is just not us.  This puts our best face forward in the truest sense.”

The tenants responsible for putting a face on Weston agree.  Most lauded Weston for being personable, acknowledging their friendship over the years with their leasing agents.

Yet, even the folks at Weston were surprised by what their tenants revealed.  Who knew that the music producer was out fishing on Lake Erie into the wee hours the night before?  Or, that the corporate executive spends hours creating a headboard for his daughter and roly-poly toys for her newborn?

“As the campaign came together, we were drawn by these stories,” says Broadbent. “And, she says with a smile, “we thought we knew these tenants well,” she adds.  “There’s something about the honesty of the interviews that makes this very appealing.”

The campaign will be introduced as a business-to-business application, taking its place alongside other Weston collateral materials at meetings and presentations.  Postcards will be distributed to potential customers to give them a better understanding of Weston.

“We are hopeful that this will set us apart from every other company that leases space to faceless clients. That is not Weston.  This is us. This is what we’re about.”

About Us: Weston is one of Northeast Ohio’s largest privately held industrial building owner and manager with 400 tenants in 10 million square feet of space in 10 states.  Founded in 1972, it is a second generation commercial real estate business led by the Asher family.

For more information about Weston, log on to http://www.teamweston.com.