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IMI Worldwide Properties
Content

Client

IMI Worldwide Properties

Category

Creative

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Award

Marcom, W3

Situation


IMI Worldwide Properties, one the world’s leaders in ultra-high-end resort property sales and marketing, sought an innovative way to generate leads for Espiritu at Palmilla, an ultra-exclusive real estate development in Los Cabos, Mexico. The challenge for this project was to create a set of tactics capable of impacting individuals with a net worth of over $30 million — a challenge that Infinity Marketing’s copywriting team was excited to take on.

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Solution


Infinity knew the solution had to have immediate and sustaining attention-grabbing power. Our copywriters’ strategy was to adopt a soft-sell infotainment approach and create a visually stunning webcast comparable to the most popular cable travel and lifestyle programs. The solution came in the form of “This Is Living”, a series of lifestyle video webcasts. The first in the series was a 24-minute video webcast for Espiritu.

In addition to background research into the area’s lifestyle and property amenities, extensive research was undertaken to review segment structure and content rundowns of the most popular travel shows. The webcast highlighted Espiritu at Palmilla properties, provided virtual tours of some of the available homes, and showcased the surrounding communities. The video also included dazzling shots of the area’s lifestyle activities, interviews with current residents, in-depth looks at the properties and their amenities, and event highlights from the culture and nightlife of Los Cabos.

The copywriting approach taken in “This Is Living” was seen as an unqualified success. The viewership for the webcast surpassed its goal by 45%. More than 75% of viewers watched the entire 24-minute program. Given the home price range of $1.5 to $8 million, the number of qualified prospects targeted was understandably low, but the webcast web page received a total of 319 unique visits during the campaign, and several new realtor/broker relationships were established.

The ”This Is Living” project won three W3 Silver Awards and two MarCom Gold Awards.

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