Palmetto Bluff

  • Services:

    Integrated

  • Client:

    Palmetto Bluff

Palmetto Bluff


Integrated
  • Full Version

Wray Ward captured the indescribable beauty and unforgettable experience of Palmetto Bluff with a far-reaching campaign that went beyond traditional platforms to inspire audiences and drive results.

Project Overview

What We Did

On the idyllic, marshy South Carolina coast, Crescent Communities’ Palmetto Bluff is an incomparably beautiful and one-of-a-kind place that you need to experience to truly understand. To reenergize their creative campaign, Wray Ward worked to enhance the brand while strategically motivating audiences to act.

Every element of our campaign reflects Palmetto Bluff’s extraordinary identity. Print ads quickly grabbed attention and appeared in a range of publications targeted to Palmetto Bluff’s top prospects. Across banner ads, e-newsletters, video and native content links, we leveraged programmatic, paid search and direct-to-publishing advertising with multiple conversion and messaging strategies. Banner ads that drove to property listings and floor plans captured critical contact information while Google enabled us to reach two different audiences, homebuyers and hotel guests, with precision. Going beyond traditional platforms, our team targeted travelers in airports such as Charlotte Douglas International and Savannah/Hilton Head International, which provided ideal opportunities to connect with consumers who had fallen in love with the area.

Results

In the first nine months of our campaign, Palmetto Bluff increased total leads by 70 percent compared to the previous year. Total media impressions reached over 22 million, with over 132,793 clicks, and website leads generated totaled 2,456 — nearly triple the total amount for all of 2016. In just nine months after breaking in March, the print campaign generated 569 phone calls; the direct-to-publisher digital campaign generated 52,448 clicks, 9,429,857 impressions and 597, 257 total e-newsletter opens; the programmatic campaign generated 7,626,071 impressions and 36,680 clicks; and the paid search campaign generated 2,043,940 impressions and 38,239 clicks — all exceeding expectations.

  • 70%

    Increase in total leads

  • 22M+

    Total media impressions

  • 3x

    Increase in website leads

Print Advertising

In addition to outlets like Architectural Digest, Garden & Gun and Robb Report, our forward-thinking media planning expanded the campaign to publications that promoted Palmetto Bluff’s brand cornerstones: lifestyle, environment, outdoor and recreation. Placements in National Geographic Traveler, Nature Conservancy and other publications allowed Palmetto Bluff to target new audiences whose interests were a natural fit with the brand.

Out of Home

From arresting wall wraps to the imaginative use of space at charging stations to illuminated panels, we captured attention with inviting scenes and symbols of Carolina Lowcountry culture.

Digital Design

We worked closely with Palmetto Bluff's development team to architect and design a new digital platform. To increase leads, we focused on streamlining the user experience and improving mobile usability for more seamless navigation.

Online Advertising

Aligning with Palmetto Bluff’s brand cornerstones, we targeted affluent audiences by interests such as lifestyle, environment, outdoor recreation and homebuying for optimal response.