The timing for the project coincided well with what was happening at Hifi House at the time. "Over the course of the last four years, we ramped up our marketing," says Nickie Boston, director of marketing for Hifi House. "It was definitely a perfect fit for us. We understood the marketing opportunity involved."
Boston joined Hifi in 2001 as marketing director and was brought on to increase exposure of the company to the region. The Design Home, she says, was a unique opportunity. "It's not just a show home," she says. "We get asked to do a lot of show homes all the time, but this one had such an added-value to it."
Unlike a show home in a housing development, where traffic can be limited and drawn out over a long period of time, the Design Home offers nearly eight months of publicity in the magazine. The progress of the construction and decoration of the home is documented during that time. "They feature different pieces of the home [in the magazine] as it's being built. So the photographer is there while we're doing the wiring, etc.," explains Boston.