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Promote an exclusive collection of magnificent private villas
The Brief
To promote an exclusive collection of magnificent private villas on a prime 32-acre beachfront estate overlooking Clearwater Bay, priced from $9 million to $18 million. The small and highly discerning audience of wealthy individuals, for whom 'money is no object', are continually presented with the most luxurious properties around the world. How could we position and differentiate this spectacular development?
The Solution
The target audience for this iconic development includes several high profile celebrities and business tycoons, so the quality of the collateral had to resonate with this discerning audience. Working within the Four Seasons guidelines we first created a 'sub-brand' with a highly distinctive look, tone and feel that truly conveyed the opulence of this unique collection of properties, using a distinctive “Tiffany-esque” aqua blue reflecting the colour of the water as the primary colour, with contrasting silver foil logo. We created a beautifully bound book for the concept brochure, personalised and tissue-wrapped in ribbon-tied white presentation boxes.
To give individual personality to the villas, instead of using the usual “Plot 21” etc. we named each of the 40 villas after seashells and commissioned stunning watercolour paintings of each type of shell to put onto the bespoke mini-brochures we designed for each individual villa. We also produced a “handout” folder which included a soft back version of the expensive hardback brochure as well as detailed information about pricing, sales and legals, plus floor plans of each villa type.
A simple, low-cost but striking website (www.clearwaterbarbados.com), with animated walk-through and impactful imagery and CGIs, was followed by a series of subtly persuasive ads (described by Conde Nast as "wonderful") and other marketing collateral; in fact the launch advertising campaign generated so many enquiries that it was terminated half way through.
"The most beautiful brochure concept we've ever reviewed for a Four Seasons residential project." Susan Helstab, Senior Vice President of Marketing, Four Seasons