MINT

THE CHALLENGE

Nothing was more ubiquitous throughout South Florida in the early to late 2000s than the condo kick-off party.  As cranes multiplied across the horizon, developers continuously sought more creative and over-the-top events to generate buzz and excitement about their latest real estate project.   As the housing market started to cool in 2006, developer Inigo Ardid of Key International turned to The Murry PR Agency to create a one-of-a-kind broker launch event for his luxury condominium, MINT, to remind the community that there was still life in the market and that a good location, great design and inspired amenities would still generate interest in sales. 

PUBLIC RELATIONS STRATEGIES & TACTICS

• Event Design – Working in conjunction with one of the hottest event logistics companies in Miami, the Agency developed a “vision in white” theme to mirror MINT’s all-white interior design palette as well as the design of the condominium’s marketing materials and collateral.  The event was staged at Big Fish restaurant, situated directly across the Miami River from the site of the new condo tower.Décor included:  human chandeliers, all-white SoBe chic lounge furniture, Vegas-style showgirls dressed in white feathers, dancers in giant white cages and music by Daisy D, one of South Beach’s most popular DJs/drag queens.
   
• Public Relations – To spread the word, the Agency pitched and aggressively pursued media attendance and coverage of the event to communicate the continuing viability of the real estate market in spite of recent negative coverage about the cooling of the market.

THE RESULTS

• More than 900 brokers, real estate agents, VIPs and media attended the kick-off event to generate buzz and publicity about MINT.
• Resulting post-event media coverage featured stories about the “return of the condo kick-off party” and references to the stability of well-planned projects despite the failures of others.
• With the switch-on of the event’s “buzz machine,” the 530-unit MINT sold out in just four weeks.