YOU'D THINK THAT CORINTHIAN, THE FIRST NEW CONDO project in Philadelphia's exclusive Main Line district in nearly 20 years, would garner the 108-unit complex enough attention by itself. But the developers wanted to make sure the city's elite knew exactly what would rise on the site of a former Cadillac dealership, so it devised a blowout gala as a formal introduction.
“This is an ultra-luxury project that's being done 100 percent correctly, so we worked to build awareness and get the word out quickly to generate leads, PR, and good will,” says J. Brian O'Neill, chairman and founder of co-developer O'Neill Properties Group, based in King of Prussia, Pa.
Held under a huge tent across the street from the building site, the party featured fireworks, live music, and a private collection of evening gowns. In addition to media reps and civic leaders, the event drew prospective buyers to Corinthian's coming out, exposing them to custom-specced condos ranging in price from the high $400s to $2 million. A street-level office front adjacent to the tent served as a complete sample suite (at a cost of $1 million), with a virtual reality tour video looped on a flat-screen television to articulate the various floor plans and features. In addition, Corinthian donated $50 per registered guest to the local Breast Health Institute. “As a major builder in the market, we look for ways to give back [to the community],” says O'Neill.
Since presales began in late 2004, sales have been running two per week and have topped $20 million while the building nears completion.
CAMPAIGN DETAILS Program: Grand opening; Developers: O'Neill Properties Group, King of Prussia, Pa., and Vaughn & Sons Builders, Philadelphia; Cost: Unspecified (included in a multimillion-dollar marketing budget); Marketing/Advertising agency: Gregory FCA Communications, Ardmore, Pa.
Learn more about markets featured in this article: Philadelphia, PA.