Assignment: Belldon’s
Coastal Colors is a unique beachfront community in Wildwood Crest,
New Jersey. KI Lipton was given the task of reaching high net
worth individuals — through branding, positioning and promotion — with
compelling reasons why they should visit and buy their dream
home at the beach at Belldon’s Coastal Colors.
Solution: This winning marketing
effort focused on personalizing the developers and their unique
residential project through a coordinated outreach program
of targeted direct mail, television infomercials, a detailed
Web site and an eight-page newspaper insert
titled On the Beach. The program targeted private business
owners and long-time shore lovers with information about this
new, trendsetting community, its benefits and lifestyle. Prospective
home buyers often arrived at the sample homes with their copy
of On the Beach in their hands. The result? A rapid sell-out
of condos, penthouses and beach homes at escalating prices.
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