January 25, 2005
Torque Wins Gold at HSMAI 15th Annual Adrian Awards

Torque Ltd., a brand-launch communication and creative services firm, has won the Hospitality Sales & Marketing Association’s Gold Award for Advertising, Direct Mail and Image. The winning campaign was produced for Elysian Development Group’s ultra-luxury hotel and residence in Chicago’s Gold Coast. Awards were presented at a gala black-tie dinner in New York. The contest included 1,300 entries, from companies in 45 countries.

Torque's winning entry included display advertising, website and direct mail elements. Torque also named the hotel and developed its positioning strategy. The campaign theme suggests an experience from another time, another place, something handcrafted, emphasizing the European mystique that has inspired the project. The campaign’s atmospheric photographs, sepia color palette and poetic headlines stand apart from typical real estate advertising.

This campaign spurred an enthusiastic consumer response, resulting in sales that have been ahead of schedule and exceeded goals. Subsequently, the Elysian Development Group unveiled plans to increase the size of the project and has begun scaling up construction plans.

Torque launches businesses and products through strategic planning and creative campaign execution. Torque distills complex product stories to their essence, transforming the expression of a company’s offering into unique terms that audiences recognize and value. Since 1992, Torque has delivered results for consumer products, services and retail businesses. Clients include Borders Books & Music, Goose Island Beer Company, Wilson Sporting Goods and Sanford Corporation.

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