What Comes After the Ultimate Luxury?
South Florida’s high-end condominium market is teeming with extraordinary new projects that march up the coast from South Beach to Fort Lauderdale and beyond. Through their marketing, these properties engage in an “arms race” of superlatives. It is an escalating game of one-upmanship that grows even more aggressive at the super-high end, where prices begin at $4 million.
Marketing super-luxe developments presents a challenge when the exercise is reduced to trying to find different ways of saying the same thing. When every development claims to be “redefining luxury,” the word itself is rendered meaningless. Likewise, while an ocean view is lovely to wake up to, the same view will put you to sleep the fourth time you turn a page and see it in another real estate ad.
At LGD, we’re no strangers to the challenge of differentiating our clients from the competition. Steering away from the obvious, the clichéd, and the ubiquitous requires a deeper dive into the product. Success depends on being able to discern a point of view that is unique and convey it through branding that is bold and consistent.
The Brand, the Myth, the Legend
LGD was brought on by Turnberry Ocean Club Residences to create a distinctive identity for their new, 54-story tower in the very competitive market of Sunny Isles Beach. With guidance by COO Bruce Weiner, we dove deep into the Turnberry brand. For all its prestige and influence as a pioneer of luxury resort-style living in South Florida, and despite 50-plus years or regional prominence, Turnberry, while universally admired, was only vaguely defined in the minds of key consumers.
LGD’s campaign for TOCR focuses on the core of the Turnberry mystique–its culture of exceptional service. After half a century of evolution away from the public eye, Turnberry’s celebrated service culture was functioning more like an urban myth–well-known, yet unknown. Our first step was to bring it into the light and give it a name: Turnberry Legendary Service®.
Our campaign for TOCR shows TLS in action, subtly enhancing the lives of residents, moment by moment. A degree of whimsy and a nod to the surreal elevate the ads above the literal, while supporting the brand promise of an ‘Uncommon Life’.
At LGD, our passion is identifying the essence of a brand and bringing it forward to find its true voice and audience. Branding opportunities are everywhere. Let us help you find yours.