Hoping to hit a similarly affluent market, Zuckerman
Group, a Coral Springs-based residential developer,
has launched a new ad campaign for Medalist Country
Club Estates & Spa in Hobe Sound.
With a Top 100 golf course and estate homes set
amid a wilderness preserve, marketers believed
they had much to work with. More important, though,
is that the new luxury development is part of
Greg Norman’s Medalist Village.
This point wasn’t lost on Court McQuire,
vice president and creative director with Green
Advertising, the Boca Raton ad shop handling the
campaign for Zuckerman.
When McQuire met with Zuckerman executives to
consider a campaign, said to set the development
apart, it was key to get license to use the golfing
great’s name and image.
We had to leverage the equity of Greg Norman,”he
said. “You can live 20 miles away and not
know this place exists. They really need to put
themselves out there.”
The resulting ads use the taglines “Legendary
Living” and “Hobe Sound’s Crowning
Jewel,” alongside images of the professional
golfer. Ads also include a new crest logo the
agency developed for advertising and branding,
McQuire said.
The campaign, which supports the development's
November groundbreaking, includes newspaper and
billboard ads. A print and television media relations
campaign is being handled by Zucker Public Relations
in Aventura. The ad work targets families, couples
and empty¬-nesters looking for primary or
second homes, McQuire said. With fewer than 90
residences being developed, the project is so
new that marketers aren't certain who will become
residents, he said.
"This is a small, exclusive, niche project,"
he said. "We don't want to predetermine the
market."
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