The Varsity, a student housing project set to open Fall 2011, has just launched its leasing website. They appear to have taken a page from Mazza GrandMarc’s cheesy marketing campaign, but then they took it to a whole new level.
They’re selling a lifestyle and experience rather than housing (complete with tanning beds, a game room, and fitness center):
College life is full of events you’ll remember forever. Many of the memories you will create with friends will happen where you live. At The Varsity, we believe your apartment is not just a place to keep your stuff and sleep in at night; it is an experience. We have worked hard to create a student housing community that is all about you… sophisticated yet down-to-earth, edgy yet classic, luxurious yet comfortable and private.