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Horrible idea

From Units, the National Apartment Association trade magazine.
Yes, let's invite people to lease apartments using imagery associated with parties and alcohol; that is the lifestyle we are trying to portray.

To be fair though, the guy (in Royal Oak) that made up that promotion clearly has his marketing plan together on their community website. They've got a demographic they're looking to reach and they know how to get their attention (for example, calling the other community the "beige box down the street").

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