In January 2011 BVI Sotheby’s International Realty engaged Broadsword Communications to develop and execute an advertising and awareness campaign for the real estate opportunities available at Scrub Island, the first new luxury resort to be built in the BVI for over 15 years.
Scrub Island offers a range of ownership opportunities from estate lots to two bedroom suites overlooking the marina to five bedroom Long View Residences located on the surrounding hillsides.
Operating within a limited budget Broadsword built a twin strategy to target ultra high net worth individuals throughout the world and affluent boat owners visiting the BVI before, during and after the 2011 BVI Spring Regatta.
Over a three-month period from February to April a series of advertisements & feature articles were placed in key global publications such as The Wall Street Journal, Yacht Essentials and Country Life as well as important local publications such as Property and Yacht and The Welcome. This activity was combined with sponsorship of the BVI Spring Regatta and the organization of a day-trip to Scrub Island for the non-sailing wives and girlfriends of the participants.
The campaign is ongoing but so far the results have been encouraging in terms of new sales leads generated and the amount of foot traffic visiting the island.
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