With more than seven condominium-hotel projects in various stages of development in Fort Lauderdale, Gallery One Resort Residences searched for an innovative and cost-effective method to differentiate its property from the competition while capturing the attention of potential investors, media and the many tourists yearning to own a luxury vacation property in South Florida.
After researching many methods and locations to increase brand awareness, we selected the airport as the ideal site to promote Gallery One to the planeloads of vacationers – and potential buyers – coming into the region. With its terminals welcoming thousands of vacationers, business travelers and local residents each day, the airport has the ability to reach thousands of potential customers.
The next step was to develop a marketing concept which effectively conveyed the features of the resort residence and made it stand out among the airport’s non-stop activity. By combining the allure of Fort Lauderdale’s sandy beaches with Gallery One’s tagline, “the fine art of vacation living,” a project which addressed both marketing messages was developed.
We commissioned local artist John May to sculpt a three-ton sandcastle of the Gallery One building. During the creation process of the sandcastle, various media outlets and scores of onlookers were attracted to the out-of-place, yet appealing activity taking place in the airport. After nearly 10 hours of sculpting, the project was completed and sealed in an acrylic sandbox, leaving a timeless display in place and a lasting impression on the thousands of passengers passing through the airport each day.