Arbor Marketing Campaign Wins Two Awards at Industry Gala

For more than 30 years, Arbor has been committed to building strong bonds with clients that lead to mutual success. This philosophy is at the heart of a unique Arbor marketing campaign, The Art of Growing Financial Partnerships, which received two awards at the 30th Annual Financial Communications Society (FCS) Portfolio Awards Gala in New York City on May 2. The campaign, which was featured in two private jet terminals, used original stained-glass pieces to build brand awareness among high-net-worth travelers.

FCS Portfolio Awards

In the company of hundreds of financial services marketers and executives from many of the country’s largest financial institutions in Manhattan’s Ziegfeld Ballroom, The Art of Growing Financial Partnerships campaign received two Bronze trophies. Arbor, which was a sponsor of the gala, placed third in both the Advertising – Out-Of-Home Campaign – Consumer and Media Strategy – Consumer categories. This marks the first time Arbor has won an FCS Portfolio Award.

Ptarmigan Media, a global financial services advertising agency, shared the Bronze trophy for the Media Strategy – Consumer award for helping our team launch the campaign. This is the latest award the campaign has won after picking up the Marketing Strategy trophy at the 2023 Gramercy Institute Asset Management Marketing Awards last year.

The Portfolio Awards included more than 40 categories ranging from video to podcasts to advertising to events. The Financial Communications Society also awarded three college students scholarships and highlighted various philanthropic initiatives from the organization’s members.

Reaching Business Travelers on the Go

Arbor’s marketing campaign focused on reaching a specific target audience: business travelers.

On-the-go executives have few opportunities to slow down and unplug from digital distractions, but a private jet terminal is a place that offers peace and quiet. Ptarmigan Media helped Arbor reach this niche audience of high-net-worth individuals looking for multifamily financing while building brand awareness.

With Miami’s plentiful sunshine and status as a vibrant culture capital, Arbor’s marketing team had found the perfect location in Miami-Opa Locka Executive Airport to showcase the artwork. The campaign’s key messaging was, “Each multifamily financing deal is unique…What can we create together? ”

Minnesota-based artist Kristin Dieng, who created the stained-glass art featured in the campaign, is known for her colorful, nature-themed work and complex geometric patterns. Arbor placed her stained-glass pieces in Opa Locka’s terminal to reinforce the connection between the brand and its creativity, environmental roots, and commitment to long-term partnerships.

“Dieng’s unique and varied approaches to creating stained glass trees was a perfect comparison for the unique and varied Arbor deals they were associated with,” said Amanda Cervone, VP, Marketing Operations at Arbor.

Telling Arbor’s Client Success Stories Through Art

Arbor owned 100% of the digital screens in each private jet lounge to surround the audience with the campaign’s message. The digital ads were complemented with an informative display next to each stained-glass piece in the Miami Opa Locka lounges featuring various successful Arbor deals. Arbor also had brochures and branded hand sanitizer placed on each private jet, expanding the company’s presence to a location typically void of advertising.

“What I am most proud about of this campaign is how we were able to show creative artwork and how it relates to our approach to each deal we do at Arbor,” said Katie Houst, VP, Art Director at Arbor. “This was a true team effort, and that collaboration helped us tell an authentic story about who we are as a brand.” 

The campaign drove significant positive responses and sparked new conversations with multifamily sponsors and potential investors new to Arbor.

Thank you to everyone involved in this campaign, including:

Amanda Cervone – VP, Marketing Operations, Arbor Realty Trust

Katie Houst – VP, Art Director, Arbor Realty Trust

Thomas Hallissey – VP, Digital Content Editor, Arbor Realty Trust

Stephen Love – Group Director, Ptarmigan Media

Justine Buhl – Associate Director, Ptarmigan Media

Greg Chi – Senior Planner, Ptarmigan Media

Katie Gwiazdowski – Planner, Ptarmigan Media

Thank You to FCS and Our Clients

Without fantastic clients who have trusted Arbor with financial goals for decades, Arbor’s marketing department would not have had so many wonderful success stories to include in the campaign. Arbor is honored to have been recognized for The Art of Growing Financial Partnerships campaign and to have been included as a winner alongside many prestigious firms.

Interested in the multifamily real estate investment market? Contact Arbor today to learn about our array of multifamily, single-family rental, and affordable housing financing options or view our multifamily articles and research reports.