Playa Vista Names Ignited as Creative Agency of Record For Launch of "Come See For Yourself" Campaign

Playa Vista, a national model mixed-use community nestled below the Westchester Bluffs, on the former industrial site where 20th century pioneer Howard Hughes built his aviation empire, has named Ignited as its advertising agency of record.

Creative Director Tom Gilmartin is leading the Ignited team in handling all creative responsibilities, which covers a broad range of consumer communications including television, radio and print. Ignited also manages the account's media planning and buying.

"Playa Vista is a model for urban development. We have the best home builders in America, the top office and apartment developers in America, the best parks in America, and the time came to have a nationally acclaimed advertising firm evolve our marketing to a new level," said Steve Soboroff, president of Playa Vista. "Ignited impressed us with their innovative perspective for this dynamic market. Above all, they understood that Playa Vista is greater than the sum of its parts. It's about the way residents feel as they become part of a community with a true neighborhood feel."

Inspired by the notion that Playa Vista is a destination, the campaign's central theme of "Come See For Yourself" invites home buyers, neighbors, real estate agents, business leaders and other members of the public to experience Playa Vista firsthand. Ads around the metropolitan Los Angeles area have people pondering, "Are sunsets really more colorful in Playa Vista?" and "Is the pool at Playa Vista really the Fountain of Youth?"

"Playa Vista is a real place with a truly unique feeling," added Eric Johnson, Ignited's president. "Our campaign takes a departure from the traditional approach of showing glossy images of perfectly displayed homes and their owners. We believe that experiencing Playa Vista is the most effective form of marketing, and our advertising campaign invites folks to do so. "

About Ignited:

Founded in 1999, Ignited is an independent advertising agency that offers a complete range of services, including advertising, interactive, event management, strategic planning promotions, graphic design and media planning and buying. Clients include Agility Logistics, Cadbury Schweppes, Disney Interactive, EA Mobile, NBC Universal Motion Pictures, Playa Vista, Sega of America, Sony Electronics and the U.S. Army. For more information, please visit http://www.ignitedLA.com.