When The Ritz-Carlton bestows its venerated name on a new hotel or residential development, it’s a given that the project will embody the luxury brand’s legendary features, services and amenities. Such is the power of their brand, and one of the reasons why Elite Traveler has ranked The Ritz-Carlton Residences, Miami Beach the #1 ultra-luxury residential development in all of Miami Beach.
The Piero Lissoni-designed project – his first ever in the U.S. – includes 111 spacious condominium residences and 15 single-family villas priced from $2 million to $40 million, with an expected completion date of Winter 2016.
But the Ritz-Carlton name alone cannot guarantee a successful sell-out. And because the project is so distinctive – so unlike the typical high-rise the market has come to expect – it requires a special touch with its marketing.
That’s why the developers called on the experts at LGD Communications to handle branding and traditional and digital advertising and marketing for the luxury residences. Over the past 25 years, LGD has successfully marketed some of the world’s preeminent luxury brands in real estate and hospitality, resulting in more than $30 billion in sales.
A Perfect Fit for LGD
“We were thrilled when The Ritz-Carlton Residences, Miami Beach approached us, because this type of luxury development plays precisely to our strengths at LGD,” said Len Dugow, the agency’s president and chief creative officer. “With our many years of experience marketing to high-net-worth consumers and high-performing brokers throughout South Florida and around the globe, our knowledge of both the local market and the luxury real estate business in general is unsurpassed.”
Dugow noted that LGD also has enjoyed a long and successful working relationship with Premier Sales Group, which is handling exclusive onsite sales and marketing for the development.
“Both LGD and PSG have extensive experience in the highly specialized world of luxury real estate marketing, and we know what it takes to market a luxury development like this to full sell-out.”
“Anti-High-Rise” Design a Unique Selling Point
There are two things that truly differentiate The Ritz-Carlton Residences, Miami Beach from other luxury projects which include, among others, another Ritz-Carlton Residences – this one a 52-story oceanfront tower being built nine miles to the north in Sunny Isles Beach.
First and foremost is its “anti-high-rise” design. Acclaimed Italian architect Piero Lissoni took the Miami Heart Institute’s main building – an eight-story structure that was stripped down to its super-thick bones – and designed a beautifully proportioned building accompanied by a collection of 15 stand-alone villas.
The unique configuration of the buildings wrapping around the western shores of Lake Surprise makes the most of its picturesque waterfront location and is, Lissoni says, reminiscent of an Italian hillside village. And with 60 different floor plans for just 111 condominium residences, Lissoni’s designs are anything but “cookie-cutter.”
The other thing that sets The Ritz-Carlton Residences apart from every other luxury condominium project in South Florida is its location in a quiet residential neighborhood of Miami Beach. Its location assures perpetual panoramic views unblocked by other high-rises. It also guarantees a unique level of privacy for residents who are here because they choose to live quietly and discreetly, not serve themselves up as daily fodder for the Miami Beach paparazzi.
Understanding this, we hint at the benefits of the project’s location in our campaign, which uses a series of captivating lifestyle photos to position The Ritz-Carlton Residences as “The Private Side of Miami Beach.” This message plays out in both traditional and digital media, and in a website that’s being redesigned to help draw more traffic and increase conversions.
Supported by the new website as well as SEO, PPC, email marketing, social media, print, direct mail and collateral, our Miami advertising agency’s campaign will help keep The Ritz-Carlton Residences top of mind for thousands of would-be buyers here in South Florida and around the world.
Learn more about The Ritz-Carlton Residences, Miami Beach here. And to see some of the great work we’ve done for The Ritz-Carlton Residences and many of our other clients, or to learn more about our Miami advertising agency, click here.