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Invite prospects to forget the old, run-down Worcester of the past and embrace the revitalization in a new apartment community in the center of downtown Worcester.

Create a brand that celebrates the people and places that are making Worcester great and challenges new residents to join the community to make downtown Worcester a destination again.

To highlight what it means to live local, we wanted to instill some local pride. With custom content that spoke to what it means to be a local, from tips on Worcester’s pronunciation to highlighting local businesses and the people who run them, the campaign drove home what it means to be part of a community.