Boost Customer Loyalty
Objective: To boost and sustain owner excitement and commitment during the two-year construction phase of a beachfront resort condominium project.
Strategy & Execution: During the construction of the Aqua Condominium Resort, extreme hurricane activity in the area threatened to discourage owners who had signed pre-construction contracts. To keep enthusiasm high among potential owners, developers employed an ongoing promotional product campaign to build brand awareness and loyalty. A collection of premium gifts was selected and branded with the Aqua logo. Throughout the two years of construction, owners regularly received luxury beach towels, tote bags, cheese sets, chef’s aprons, bath robes and other items, all designed to paint a picture of what the relaxing, carefree lifestyle would be like, once the condominiums were complete. The campaign was supported by quarterly newsletters, personal letters from the developer and “road show” owner parties in various cities where pockets of owners lived…truly a multi-faceted, cohesive marketing campaign. The final touch was an acrylic Aqua logoed wine bucket and a bottle of wine welcoming owners to their new condominium.
Results: Upon completion of the property, every pre-construction contract converted to a closed unit. Furthermore, due to heightened brand awareness and buzz, the 212 units condominium tower can boast
100-percent closed status.
Posted on Fri, March 13, 2009