Page 29 - The Nationals - 2018 Gold WInners

BEST DIRECT MAIL PROGRAM

GOLD AWARD

In March 2017, the team launched a unique 6-month direct-to-

client program delivered to a specific target audience. The goal of

the program is to build brand awareness with 1,500 high net worth
individuals with investible assets of between $15 million and $20

million in California, Arizona, and Washington; and entice them to come

experience the destination in person.

The brand creative wrapped the cover of TRAVEL & LEISURE magazine
and was provided as a gift to the purchased list of 1,500 prospects.

Each cover wrap told a different story reflective of the brand.

At month 5, a brand questionnaire was sent to all recipients. Based on

answers from the questionnaire - and as a result of this program, 34.9%
of the responding targeted consumers are now more likely to plan

Kukui’ula Travel & Leisure Cover Wrap Program
a visit to the property; 15.7% of the responding targeted consumers
Kaua’i, HI

would like to receive more information about the property, 80.7% of the
Builder: Kukui’ula Development LLC
responding targeted consumers were not aware of the property prior to
Marketing Director: Veronica Lovesy, receiving the cover wraps.

Marketing Manager/Erin Gushman, Sales Manager/
In addition, the responding targeted consumers took the following
Erin Gushman, Sales Manager

Ad Agency: Greenhaus / C&R Public Relations
actions: 6.0% visited the website, 6.0% conducted additional research,

2.4% told a friend about the property, 1.2% drove around there. Overall,

the program achieved what was intended – increased brand awareness
of the property and its offerings.

SILVER
AWARD

Naples Reserve

Naples, FL

Aquabella – Magazine

Developer: iStar Financial
Toronto, ON, Canada

Marketing Director: Heather Thompson
Builder: Tridel

Ad Agency: The Brand Factory
Ad Agency: Cotton & Company

50 West

Willowsford

New York, NY

Loudoun County, VA

Builder: Time Equities Inc.
Marketing Director: Stacey Kessinger
Marketing Director: Jacqueline Urgo,
Ad Agency: SparkFire Branding
Raphael Chejade-Bloom

Ad Agency: Qualls Benson

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