Best Overall CampaignMARKETING
Developer/Community
The target market for this community is very exclusive and part of the top echelon of the world. Our buyers and prospects are from Florida, the mid-west and the northeast looking to upgrade their current home in the Naples area or for a new second home in Southwest Florida. Most are Baby Boomers and Generation X who are empty-nesters, retirees or pre-retirees looking for a luxury residence in a community that will provide a social and active lifestyle with a level of service and convenience found only in The Ritz-Carlton brand.
Our marketing strategy is a multi-media approach using newspaper, TV, radio, magazine and digital media to spread the message. The majority of the efforts are in the local Naples market while the prime market in town during season. During the shoulder season we are starting to use our digital efforts towards feeder markets:
Chicago, IL area
Boston, MA area
Milwaukee, WI
New Haven and Hartford, CT
Manchester, NH
While The Ritz-Carlton will always hold appeal for pure status seekers, it also focuses on catering to the mindset of the discerning affluent. Our buyers are independent thinkers who desire the best and look for quality and authenticity.
This overall campaign was created to illustrate the lifestyle of our project and show the sophistication of our interiors and amenities during a pre-construction phase of marketing. The tone of voice used throughout all the materials echoes the brand of The Ritz-Carlton and combines the iconic heritage of The Ritz-Carlton to the lauded Naples location and lifestyle. There was an effort to include a strong call to action with information to the Sales Gallery and to visit the website.
