Where Do All Those Virginia Lovers Live?



When the Dotted Line team stepped into Welcome Center of Chesterfield County’s fastest growing master-planned community for the first time, we discovered all those fabled Virginia Lovers are living in Magnolia Green. And for quite a few good reasons!

Last Fall, we were excited to become the agency of record for this premier master-planned community, owned by New York real estate investment group iStar. We teamed with iStar to combine strategic planning and creative talent to deliver the campaign. “We have continually been impressed by the talent and professionalism of Dotted Line Collaborations. They have been a true partner and have delivered some of the best creative work we’ve seen from any agency-large or small.” Said Jan Cooper, Vice President of Marketing for iStar.

Our newest campaign describes Magnolia Green as “The South, South of the River” and paints it as a place far (but not too far) from the bustle of the capital with great schools, friendly neighbors, and championship golf. And it does it all with a lilting accent.



And the lovers it attracts? Lovers of craftsmanship and sophisticated design. Lovers of golf, swimming, and the on-site farmers’ market. Lovers of a slower pace and sassy sophistication.

We credit the generous Southern hospitality the Magnolia Green team presented us at the Welcome Center as inspiration for the “Welcome to the South, South of the River” integrated advertising campaign. For all of its charm, the campaign is backed by strong strategic insights gleaned from builders, Magnolia Green residents and others in the county. The work includes print and digital advertising, direct mail, a refreshed website, content marketing and even a tote bag with a philosophical twist: We Believe Good Porches Make Good Neighbors.



In addition to gathering the strategic insight and producing the ads, direct mail pieces, and content marketing that brought the campaign to life, we set Magnolia Green apart from its competition in another way by using original illustrations and foregoing stereotypical real estate photography. The custom artwork was created by recent VCU Brandcenter graduate, Jon Hirsch under the direction of our Chief Creative Officer Amy Elkin. “I’m thrilled to see the campaign come to life. Our talented team delivered such unique and creative artwork, and I can’t believe it all happened in just three months.” Amy said.

We launched the campaign in early February, and it’s expected to run throughout 2017 and beyond. Campaign guidelines have been created to help continue the campaign, and we’re all looking forward to what’s to come. Stay on the lookout!






Dotted Line Collaborations is a new kind of agency, built for today’s world. To us, the secret is collaboration – with you and the best talent in the world. We are a team that can help your brand connect the dots from what is, to what can be. Learn more about our team.


One Comment

  1. Terri Jones March 2, 2017 at 2:57 pm - Reply

    I love this campaign! Great work, ladies!

Leave A Comment