CLIENT PROFILE: A luxury waterfront community in the foothills of the Great Smoky Mountains in Tennessee. Golf, clubhouse and natural amenities.
THE CHALLENGE: Change consumers’ current perceptions of Rarity Bay. Increase the price point and attract more affluent buyers.
THE PLAN: Redesign all collateral materials and launch a print ad, direct mail, and billboard campaign to position Rarity Bay as prime, luxury real estate.
THE RESULT: The community is experiencing healthy sales as a result of attracting sophisticated, qualified buyers.
