The Peninsula on the Indian River Bay Ad Campaign
The ad concept here focused not on the idea of resort homes as only a second home, but rather as the “other home”, where buyers would likely spend more time and money than in previous generations. This campaign combined relaxing resort lifestyle images and unique tag lines, that would speak to the targeted market of people, age 40 to 65, who were ready to retire. This campaign was successful at bringing in over 10,000 visitors that generated over $110M in sales the first full year the community was open.