The Bristol Palm Beach
Luxury condominiums are typically marketed through publications targeted to affluent buyers. Though it went against conventional wisdom, we took a more mass-market approach with creative TV commercials that built suspense for the exclusive condominium tower before the groundbreaking could even be announced. The commercials debuted at Super Bowl 50 and aired again during the Academy Awards and other prime viewing occasions. After the initial campaign, The Bristol saw a sharp uptick in sales, proving that high-profile TV can sell multi-million dollar condos.
The surge in sales enabled The Bristol to break ground with an exclusive and elegant event that was attended by West Palm Beach dignitaries, including Mayor Jeri Muoio. Through Pace’s highly effective PR efforts, The Bristol has received tremendous press coverage, even garnering headlines in the Palm Beach Post stating, “Bristol condo, priciest ever in Palm Beach County, breaks ground.”
When Super Bowl LI rolled around, The Bristol was back on center stage with another impactful commercial. Fusing an animated 3D rendering with helicopter-filmed aerial footage, the 30 second spot showed the building coming to life amongst a cinematic backdrop of Palm Beach Island and the Intracoastal. Complemented by evocative print ads, The Bristol was able to push sales to over 80% by the end of its second season. One such sale included the largest penthouse ever sold in The Palm Beaches.