Alaire had a lot going on. We’re talking truck-loads of background info. We’re talking fields of potential audiences. A decade ago, we might have tried to narrow things down, package it all up. But in a world of iPhone playlists and Twitter feeds, we had a different idea. We took the many advantages of Alaire and turned the community into the ultimate representation of modern choice, positioning Alaire as perfect for those seeking a kinetic life and for those seeking a tranquil life. And this wasn’t something done lightly. We created two versions of the website (a red-hot kinetic version and a too-cool blue version). Then we created two versions of the brochure and printed them back-to-back. We even ran split-screen ads with one side touting Alaire’s incredible Metro connectivity and the other touting Alaire’s amazing features and amenities that could make anyone want to kick back and relax. The result? People are choosing the Alaire because they love the choices it provides. The modern mindset prevails.