A new 42 story luxury condominium tower on Downtown Tampa’s waterfront – the brand leverages the development’s competitive distinction as an architecturally stunning, art-infused, modern address connected to the city’s cultural arts. The integrated campaign strategy consistently emphasized the “dramatic, artistic, contemporary” elements of the brand personality: a dramatic dancer broke through borders of teaser ads and billboards; media included cultural publications and distinctive ad sizes; the color-infused selling environment created multi-sensory interest through music and video; and an oversized brochure told the compelling story. Although the project was never built, there were nearly 200 Web site registrations generated during the three-month teaser campaign.
