The international luxury real-estate sector we work in (and love) is an exciting, challenging and fast-changing industry. But not unlike many other big businesses, being different and daring in Real-Estate is too often shunned in favor of conforming to the norm. Doing what everyone else in town is doing is better than trying something new… right???
The outcome of this kind of reasoning is that we keep seeing marketing and branding firms around us that just can’t wait to produce a website (or ad campaign) that looks EXACTLY the same like the last one. Granted: they do sometimes change the color scheme (but only when everyone else does.)
We think that’s wrong. Actually, it’s worse than that: conforming to careful design, unimaginative marketing materials and ‘safe’ communication tools guarantees that, regardless of how your marvelous the development really is, its potential costumer will see nothing more than another ad in a daily barrage of hundreds, one more website that looks like... well… everything else. And what of all the hard work and brilliance that goes into planning, architecture, interior design? What a shame when after all that labor of love a great project ends up looking like any other condominium, with no real distinguishable features except price per sq ft?!
With this in mind, HQ decided that our new client, CLOC Marina Residence - a ground-breaking, landmark new development situated directly above the marina of the one of the world’s most impressive bays (in Salvador da-Bahia, Brazil) – simply deserves more. CLOC deserves a strategic campaign and English-language mini-site which are original enough to compete with – and complement – the resort itself.
The outcome, for your consideration, is here.
And as a final thought, spare a minute for this one, from a guy called Steve Jobs: “Innovation distinguishes between a leader and a follower.”
Happy Journeys!
Max Ribitzky
EVP of Marketing
