Origin is a new condo development in Pitt Meadows. The marketing blitz for these “stylish, luxury condos” began about a month ago with a full-page back-cover ad in the Georgia Straight. With its minimalist orange colour scheme, Origin’s palette looks like it was stolen fresh from ING Direct. This is but one problem in this “marketing solution” engineered by the folks at MAC Marketing Solutions.
Another problem is the tagline. “Get rooted?” Yuck. Sounds like something you’d say in disrespect of someone’s mother. In fact, it’s the kind of thing you might hear replacing a swear word in an edited-for-television version of an R-rated movie. You know, like when Kevin Bacon in the TV edit of Oliver Stone’s JFK contributes “mother fletcher” to the film’s verbal potpourri.
If first impressions count, then Origin starts off on the wrong foot. Funny enough, the copy on the Origin’s website offers an opinion on this very subject:
First impressions are important and Origin’s is one of timeless elegance, thanks to West Coast-inspired architecture and enduring, natural-looking materials like timber, brick and Hardie plank siding.
“Natural-looking materials?” Oh no they didn’t. Oh no they did! You heard it here first, friends. Fibre board is now the new oak. Quick, let’s read some more copy to see if they can salvage themselves:
Origin’s ideal Pitt Meadows location offers countless urban amenities and incredible natural beauty right at your doorstep. Living at Origin will put you within a few blocks of every urban essential: Starbucks, IGA, Shoppers Drug Mart and the local Farmers Market. Start here, and go anywhere.
Go anywhere is one way of putting it. Only when I’m gone, I’ll stay gone. But I’ll be nice and give them one last chance:
The intimate community includes intuitively designed junior one-bedroom, one-bedroom, one-bedroom plus-den and two-bedroom suites – all of which deliver refrishingly versatile floor plans with anywhere from 529 to 922 square feet and spacious areas for entertaining.
“Refrishingly?” Now that’s a first impression. I wonder if the construction will match the attention to the detail demonstrated in the copy?
Am I too mean-spirited with that last remark? Not a chance. Because with a project named Origin, one thing is for sure: it’s survival of the fittest.