In 2011, Mack-Cali Realty Corporation, the largest REIT in the New Jersey metropolitan area (with over 300 buildings in their portfolio), wanted to secure its relationships among the commercial real estate brokerage community, and create an even closer bond with brokers. So they turned to Gigante Vaz Partners for a marketing/advertising solution. GVP's idea was to create the first-ever ad campaign to feature and promote the success of individual brokers while delivering Mack-Cali's core brand messages of Market Strength, Stability and Partnership. The ad campaign had hundreds of executions in 2011, one for each deal made in a Mack-Cali building. GVP launched the campaign with a teaser page takeover, and three editable creative designs that feature brand messaging, relevant details of the deal and the photos of the brokers and properties. This campaign has proved to brokers that Mack-Cali has their interests in mind as well as its own and been hugely successful in increasing the sense of partnership between Mack-Cali and brokers. The banners appear on commercial real estate and targeted regional websites with a strong business focus, and is currently being rolled out beyond those sites through a massive retargeting effort in 2012.
