The result, a $75,000 advertising campaign set to kick off March 4. Brien says radio ads will run in peak traffic times on radio stations with demographics best matching the profile of their target market. Looking for singles, childless couples and empty-nesters with incomes above $50,000 -- commuters will hear ads about Jill (who lives downtown) sleeping in for an extra hour while Jack (a suburbanite) makes his daily trek through congealed traffic.

Listeners will be directed to www.rentdowntownseattle.com where they can check out the group's 25 properties by name or neighborhood. And a toll-free call center will provide information to would-be renters and dole out inquiries among the coalition, while tracking results of the campaign.

Brien says collectively the campaign will run for a three-month test period at a budget of $25,000 per month. While Brien quantifies no expectations, he says, "My hope is we'll be successful to the point we can continue on and be seen as the No. 1 tool in terms of where advertising dollars are spent." Besides the Tower at 801, the group, says Brien, currently includes the Metropolitan Tower, Harbor Steps, The Olympus, Wall Street Tower -- and 20 others.