Most awards are invented for promotional purposes. The Oscars are probably the most popular example. B.C. developers have an awards program of their own. It’s called the Georgies. Awarded annually — presumably because it would look bad to give out trophies every day — the Georgies recognize “the high caliber of expertise and hard work” associated with homebuilding.
The importance of marketing to the development industry is not ignored by their awards. No less than eight awards are marketing-related. One of 2008’s most applauded campaigns is 540 Beatty. This “historic loft conversion” is nominated in categories for signage, website, sales centre and, incredibly, best print advertisement.
That this is the best the industry has to offer is a story in itself. It’s difficult to believe this ad is good, let alone so good it deserves award recognition.
It’ll be interesting to see next year’s nominees now that Vancouver’s condo economy is in full-on crash mode. Maybe the 2009 Georgies will be cancelled all together.