Historic Condo Teams Up & Wins Big with Pace
The Bristol Palm Beach was designed to be the most luxurious waterfront condominium tower to ever overlook exclusive Palm Beach Island. Kudos to developer Flagler Investors LLC. Through their expertise and extraordinary vision, they assembled the perfect team of architects and designers to bring Palm Beach something it has never seen before. When Flagler engaged Pace to help brand and market this visionary project, only a few sales were completed. Our objective was to launch the project going into the Palm Beach season. Then, to carry that momentum through a range of advertising and marketing initiatives that would help lead The Bristol from groundbreaking to sellout. Three seasons – and three Super Bowl spots – later, this historic property has been topped off and is 90% sold out. It has also set its share of records along the way.
Here’s what we did to help Flagler crank up the sales…
Luxury condominiums are typically marketed through publications targeted to affluent buyers. Though it went against conventional wisdom, we took a more mass-market approach. We developed creative that included TV commercials to build suspense before the groundbreaking could be announced. The commercials debuted in Super Bowl L. They also ran during the Academy Awards and other prime viewing occasions that year. After the initial campaign, The Bristol saw a sharp uptick in sales, proving that high-profile TV can sell multi-million dollar condos.
The resulting surge in sales enabled The Bristol to break ground with an exclusive and elegant event. Mayor Jeri Muoio attended this high-profile affair, along with other West Palm Beach dignitaries. Through our PR efforts, we generated a lot of good press for The Bristol with this event.
We also worked with Flagler to market the property in various markets across the country. We included a cleverly conceived direct mail campaign, print ads, upscale informational events, and commercials in Super Bowls 51 and 52. Here’s a look at a few of our ads:
Following a successful first season, we literally elevated the creative for The Bristol’s second major TV commercial. For this spot, we took a cinematic helicopter ride over the Atlantic Ocean, Palm Beach Island, and the Intracoastal. This led up to a 3D rendering of the 25-story tower building itself, from the ground up. After debuting in Super Bowl 51, the commercial and its accompanying print ads, direct mailers, and collateral helped The Bristol generate a number of sales and significant momentum going into its third, and likely final, season. Here’s a look at our 2017 Super Bowl TV spot:
Approaching Sellout Status
Thanks to a successful marketing and sales effort, and to the relentless work of the developer, The Bristol is now nearing sellout. The building has had a number of high-profile sales recently, as reported in The Palm Beach Post. This includes six sales that took place during Super Bowl weekend this year. Also, the entire 24th floor sold – one of the largest penthouses in the country – which we marketed specifically through a print ad, below:
“Pace has been instrumental in the success of The Bristol. When we started this project, we knew it would be historic. That’s why we brought in the most esteemed architects, premier designers, and, of course, the most talented ad agency.”
Have a big project that needs some creative branding and marketing? Contact us to see how we can help you score big.