WHEN THE OWNERS OF GRAND TREVISO, A 247-UNIT, luxury high-rise, decided to convert to condos, the marketing team took a driver out of the bag (literally) and hit one right down the middle. Playing off the annual EDS/Byron Nelson PGA event at the local TPC Four Seasons Resort in May, Grand Treviso offered free parking and a courtesy shuttle-service pass to the tournament to anyone who toured at least one model and registered in the sales office. “This is a high-end area with a golf lifestyle,” says Joan Maxwell, COO of Palladian (USA) International, the developer. “We wanted to take advantage of the people and attention drawn to the tournament.”
Though not officially coordinated with the PGA event, Grand Treviso delivered welcome relief for the resort's parking lots while using the shuttle vans to promote the project's logo and Web site URL on the outside and treat riders to a DVD about the project on the 15-minute drive to the course's main entrance. Campaign-focused ads in the Dallas/Ft. Worth papers drummed up notice the week prior to and during the event; of the estimated 70 people who took the offer, most showed up during the golf tournament.
Grand Treviso celebrated its first mass closing four months ahead of schedule and saw Web site activity jump 41 percent. A week after the Byron Nelson, it leveraged the PGA Colonial in nearby Ft. Worth by offering each new buyer a set of clubs.
CAMPAIGN DETAILS Program: Free parking and shuttle service to PGA golf tournament; Project: Grand Treviso, Irving, Texas; Developer: Palladian (USA) International, Irving; Cost: $1,000 (shuttle bus rental); $50 (signage); existing ads and DVD (no cost)
Learn more about markets featured in this article: Dallas, TX.