Metropica, a master-planned 65-acre, $1.5 billion mixed-use community under construction in Western Broward County, was looking to re-position and develop a new brand positioning for the project to appeal specifically to the local buyer. The mixed-use development planned to feature eight residential towers, resort-style amenities, trendsetting shops, award-winning restaurants and entertainment, Class A office space and a boutique hotel. While previous marketing efforts had been aimed at the LATAM investor, Metropica wanted to shift focus to the local buyer to increase residential sales prior to the completion of construction of its first residential tower.
Ideabar began by completing research to gain insights into the demographic and behavioral/attitudinal values of the local buyer. Once a detailed profile of the local buyer was established, Ideabar developed a new brand positioning, centered around the luxury of convenience, which fulfilled a need / desire of this target, and played to the unique strengths of the project. A bold and powerful creative campaign soon followed, coupled with a media plan targeted specifically toward the local buyer, including campaign executions such as print, digital display, and social.