The Lofts Pier Village: Not Your Father’s Jersey Shore!
When nationally acclaimed real estate developer Extell Development Company decided to develop its first New Jersey project, they teamed up with renowned Kushner Companies to create The Lofts Pier Village. This new community of high-end condominium residences is located right on the beach in Long Branch, NJ. Their goal was lofty: to change the architectural vocabulary of the Jersey Shore. How? By bringing a chic, modern, urban Manhattan aesthetic to a popular Jersey Shore destination.
To help accomplish this, they called on Pace. We were engaged to create a highly stylized, fully integrated branding campaign for the project. We began by developing a sleek, contemporary logo and elegant artist renderings. From there, we created a website and a high-end brochure. We also developed emails, ads, and everything in between, including a stunning sales center. This modern, chic, appealing campaign has set the tone for the project – and raised the bar for Jersey Shore projects to follow.
Our marketing strategy for The Lofts Pier Village was reminiscent of the classic Oldsmobile tagline and campaign: “This is not your father’s Jersey Shore.” With every piece we designed and created, we set out to convey that this project is not a typical New Jersey development. We wanted to show that the Lofts is bringing a new level of Manhattan luxury to the Jersey Shore. We also wanted to reposition Long Branch as a place not just for a summer getaway. This is a true “city by the sea” where people can enjoy living year-round.
For this target buyer, it was important that our marketing convey a high-end feel and ambience, equivalent to what one might find for New York City residential buildings. Thus, we designed our brochure as a coffee-table-quality piece. It attractively depicts the lifestyle and intrigues prospects to buy into it. Right off the bat, when you pick up the brochure, you know it’s not a typical Jersey Shore development. There are full-bleed photos throughout, to capture the expansive feel of the beach and the brilliant views. Likewise, The Lofts website needed to be visually appealing and inviting.
Our marketing also had to produce tangible results. We needed to drive calls and traffic to the sales center. We’re excited to report that since the sales center opened last summer (2017), the developers have sold at least 48 units, or 15% of inventory. This exceeded their expectations for this early stage.
We judge success by the standards that our clients do. In other words, what matters most is tangible results, not just impressive and distinctive marketing. But we’re proud to note that our work on The Lofts Pier Village has drawn national attention. Our brochure for The Lofts was chosen as a Silver Award Winner and one of six finalists for a Gold Award for “Best Brochure for a Community” at this year’s The Nationals awards. The Nationals are presented every year by the NAHB’s National Sales and Marketing Council (NSMC), to salute and honor the best in the building industry.
Do you have a project that requires new thinking and creative positioning and branding? We’re always up for the challenge. Contact us – and let’s see how we can put your project on the map… and drive the results you need for success.