Strategy: To bring tenants to the lessor's 250,000 square feet of space in the new Tower at the Crossing, a campaign using the theme "What has 12 stories?" was executed through television, newspaper, direct mail and specialty advertising. The specialty direct mail portion of the campaign was directed to 500 prospective tenants, including corporate executives and other influencers in Indianapolis and central Indiana. A five-part mailing stressed features of the building. A miniature sports car suggested the convenient location, a desk thermometer the comfortable environment that was offered. A potted plant pellit indicated "Flexibility for growth," and a three foot tape measure emphasized "quality appointments that measure up." The last mailing containing a coffee mug, summarized the preceding mailings and urged recipients to "sit down over a cup of coffee and take a look at how your company can fit into Indiana's newest prestige office address."