Viera Wins ADDY Awards
The Space Coast Advertising Federation recently held the 24th Annual ADDY Awards and Brandt Ronat + Company was honored in several categories including significant work featured here for the New Town of Viera, a master planned community located in the heart of Brevard County, Florida.
The Viera Company - Viera, Even Better.
Category: Campaign, Mixed-Media, National Consumer
This campaign represents some interesting situational strategic shifts and background.
Situation:
Throughout the real estate boom our local market drove new home sales at a ratio of 6 out of 10 new home buyers coming from Brevard County. This strategically drove a large media presence and expenditure locally in print. But as the change in the real estate market started to present itself, we were flexible enough to shift our strategy to focus on a more expansive national audience. Additionally, we needed to find economical ways to make that outreach happen. So, in part we shifted our focus to the interactive arena and www.floridatoday.com which at the time was averaging 900,000 unique visitors a month to their site. This shift allowed us to cover the national audience as well local market at approximately a third of the cost of newspaper print.
Results:
• Our interactive banner ads click thru ratios consistently rank 2 to 3 times higher than the national average
• Website traffic on www.viera.com has doubled in a down real estate market in only one calendar year
Find out more about Viera at www.viera.com
Other 2008 ADDY Award Winners for Viera:
The Viera Company- Your Guide to West Viera Expansion
Category: Newspaper Specialty Advertising, Insert
Click to view an online version of "Your Guide to West Viera Expansion"
Viera Builders, Inc - Integrity, Quality, Innovation Ad Series
Category: Newspaper Campaign, Color
