Riding the crest of Miami’s Urban Housing growth of the early 2000’s, Mexico’s Cabi Developers, the US subsidiary of GICSA, Mexico’s foremost development company, reached out to Tinsley Advertising after purchasing Miami’s historic Everglades Hotel. Their plan was to build in its place twin 53 story residential condominiums towers with 58,000 sq ft of ground floor retail space. The Agency was charged first with naming the project, then marketing it. Read Case Study
CHALLENGE
Everglades on the Bay was just one of a multitude of new residential projects in a market that was experiencing the largest building boom in downtown Miami in decades. The developer’s goal was to begin pre-selling the residential units before construction began with a goal of reaching full occupancy before the completion of construction.
STRATEGY
Create an integrated campaign to attract young, cool, urban pioneers while capitalizing on its name, spectacular views and convenient location titled … “I live in the Everglades”.
RESULTS
Through our marketing efforts reaching out to the South Florida, International, and northeastern U.S. corridor markets the developer reach 50% sales prior to construction and well over 90% as the project topped out. The sales generated during this period exceeded half a billion dollars.
