Palmetto Bluff, situated in the heart of South Carolina’s Lowcountry, is a community built to attract buyers looking for a second home escape. But when these customers can choose to buy any place in the country, including in nearby Hilton Head, how do we get them to consider and ultimately choose Palmetto Bluff?
Media Planning & Buying
Palmetto Bluff is a change of pace. You won’t find automobiles and movie theaters. Instead you’ll find neighborhood events and cookouts. Outdoor activities in acres of unspoiled nature. A connection with the countryside and the community. Our team of problem solvers used their strategic experience to determine Palmetto Bluff needed to own the Lowcountry lifestyle. Then our creative visionaries created an in-depth story designed to immerse potential buyers from the moment they experienced their first ad until well after their first visit.
It started with an advertising campaign that captured moments in time at Palmetto Bluff, moments that the reader could actually experience at the community. And rather than a traditional headlines, we used long lines that took their time to tell their stories, a recreation of the pace of life in the Lowcountry.
Next, we welcomed them as soon as they got off the plane, with a takeover of Savannah International Airport. We wanted to make sure Palmetto Bluff guests, as well as anyone visiting the Lowcountry, connected that lifestyle with Palmetto Bluff. Backlit posters greeted them as soon as they arrived and greeted them throughout the airport. We took over baggage carousel signage and the carousel itself, recreating the beach on the baggage belt. And even offered charging stations that introduced the idea of the Lowcountry boil, an event you’ll regularly find at Palmetto Bluff that’s traditionally served on newspapers. We even created our own newspaper-like surface with articles about the community.
We also wanted people interested in Palmetto Bluff to be able to explore the property before they even visited. So, we created a microsite which allowed them to see many of the areas unique to the community through an interactive map and discover all there is to offer. Then we worked as an extension of the client team to keep the conversation going with prospective residents through an upscale monthly email campaign and a semi-annual magazine that also went out to all current owners.
By creating a campaign with work that both elevated the brand and got Palmetto Bluff talked about, we were able to increase leads across the board and helped the client toward meeting their goals. The work even got a big thumbs up from John Grisham.