Page 46 - The Nationals - 2017 Gold WInners
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BEST MICROSITE/WEBSITE FOR A HIGH-RISE COMMUNITY
Optima Kierland is a 4-tower development in the heart of Scottsdale, Arizona.
This property was created by a family-owned architect/developer Optima Inc.
who had been managing their own sales and marketing since inception of their
company over 35 years ago. The family entrusted outside sales and marketing
partners to understand their vision (especially with Optima being in the name)
and elevate their brand for a premium sales offering to both vacation home/2nd
homebuyers and local Arizona residents.
The Optima Kierland website communicates the luxury resort-style lifestyle and
all key selling information in an immersive and compelling expression. The top 3
objectives of the website were to:
1. Elevate the resort-style brand experience and convey the unique opportunity
Optima Kierland presents to both luxury buyers and renters;
optima-kierland.com
2. Be scalable over the lifecycle of the development, including the for-sale and
for-lease phases of the development;
Scottsdale, AZ
By: Optima
3. Communicate key selling information in a creative way, including: building
Marketing Director: Lindsay Lessman highlights, floor plans, amenities, finishes, and strong calls-to-action.
Design: Allis Branding
The Optima Kierland website integrates video, lifestyle photography and
renderings in an artful way, beckoning visitors to explore. The challenge was
to create a website that could also speak to all audiences over the multiple
phases of the development. While the master website serves to position the
full development, there are several ‘micro-sites’ designed to each specific tower
offering. Website registrants have totaled more than 2,500 monthly views, while
the average time on the site is almost 2 minutes. The total number of unique
visitors has surpassed 42,000. The first tower has exceeded all expectations
and is now more than 38% sold well before the developer’s pro forma
milestones, marking Optima Kierland as one of Scottsdale’s most coveted tower
communities.
6mintplaza.com
San Francisco, CA
By: Veritas Investments, Carlyle Group
Marketing Director: Lindsay Lessman TEN50.LA
Design: Polaris Pacific, Studio Fabric
Los Angeles, CA
By: Trumark Urban
Onefranklinsf.com
Marketing Director: Mark Higgins and Tabatha Petersen
San Francisco, CA
Design: Allis Branding
By: JS Sullivan
Marketing Director: Ashley Camps
Design: Allis Inc
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