Examples of Our Ability to Generate Greater Awareness
Generating Greater Awareness
A few examples
Sibarth Real Estate & Villa Rentals
Sibarth Real Estate & Villa Rentals were looking to increase awareness and energy to a very targeted audience. Many of their past and current customers lived and worked in New York City. The challenge was how do they get their brand in front of them without spending a small fortune. One of our ideas was to contact the producers of the HGTV Series Selling New York. The core message of the show was to have the real estate agent discuss with property owners about listing their homes and what they would need to do to make them more marketable. Then reach out to potential buyers. The properties on the show were at a price point that fit the profile of a St. Barts buyer and short term renter. Result: We convinced the HGTV producers to feature an episode on “Selling St. Barts”. This concept added a colorful dimension to the series that many of their viewers could identify with or relate to in a number of ways. HGTV flew a crew of 9 to St. Barts for the filming of 3 homes that were for sale. The HGTV series featured these three homes 7 times on television. Throughout the episode, we also pushed the concept of the idea of taking the villa for a “test drive” by renting it before they bought it. Click here to watch a clip!
Luxury Yacht Nordhavn 86
Luxury Yacht Nordhavn 86 entered into the luxury charter inventory. The charter yacht industry is flooded with thousands and thousands of “sexy” charter yachts. The Nordhavn brand was far from being known for being “Sexy”. As a matter of fact, it was looked at more like a navy ship. The charter brokers were reluctant to even consider it as the minute they read or heard it was a Nordhavn they had established it would be an unlikely charter. The old saying is you can not judge a book by its cover applied here. The owners of the Nordhavn 86 had totally transformed the interior design and furnishings to be nothing short of fabulous. The challenge was how was this yacht going to get beyond that wall of rejection.
The story of this transformation played a major role in transforming the Nordhavn Brand. The largest yacht they had previously built prior to the 86 was 72. Nordhavn made substantial investments in new infrastructure to increase the size. In addition, they finally caught on to the fact they could build their yachts to be attractive to wider audience by improving the features and amenities, but still keep their brand known for its’ safety. This was a story that needed to be told. We contacted Power and Motor Yacht Magazine about the design and build of this yacht that turned a standard yacht into a luxurious charter option. It was featured on the cover of their December issue along with a feature story. Two videos were produced with over 132,000 views
Villa La Danse des Etoiles
Villa La Danse des Etoiles on St. Barts wanted to build a customized brand to generate villa rentals. The challenge was there are over 425+ short term rentals on the island. Private villas do not have brands like hotels and resorts nor huge marketing budgets. The challenge was how do you create greater awareness and energy about this amazing property. The first thing we needed to do was capture outstanding photographs and videos of the property that displayed the features and amenities of the property to capture the imagination of potential renters and the media. We also created and managed a customized-built website http://www.ladansedesetoiles.com/
Once the content was created we contacted a number of publications to tell the story. The result was It was featured in The Robb Report, Caribbean Travel & Life, Islands Magazine, and a series of additional publications.
We also discovered through data mining that many of the short term renters on St. Barts lived in the southern CT and greater NYC area as well as The Hamptons and Jupiter, Florida. Contact was made to a number of charitable events such as The American Red Cross of Greenwich, CT. Jupiter Medical Center in Jupiter Florida, PBMC Health Center in the Hamptons, and several others. The concept was a week's stay would be donated to the charitable event at auction. In exchange, the villa would be promoted to their direct mailing list and promoted to help raise money for their cause.
Villa Belle Bague
Villa Belle Bague on St. Barts wanted to expand its brand to generate additional rental revenue. We set it up so the star of the show Selling New York would stay in it with him and his family. While he was there he published a personalized video about the villa.
Greenwich, CT has been a community that has been traveling to St. Barts for decades. We wanted to find a means to target the younger audience to consider traveling to St. Barts as an option for their vacations, weddings, and weekend getaways. We reached out to the Editor of The Greenwich Girl Magazine of Greenwich, CT. The arrangement was made for her to stay in Villa Belle Bague for a few days and then feature her experience in her publication. Villa Belle Bague was put on the cover and she ran a feature article about it.
In each one of these examples we were able to throw a “net” out to a specific audience without spending any marketing dollars, but by simply trying to share a story that was also providing relevant contact to a media publication or source.
Contact us if you’re looking for more creative ideas outside the box of standard marketing!