The Space Coast Advertising Federation recently held the 24th Annual ADDY Awards and Brandt Ronat + Company was honored in several categories including work featured here for the new town of Viera, a master planned community located in the heart of Brevard Florida.
The Viera Company – Viera, Even Better. Campaign, Mixed-Media, National Consumer
This campaign represents some interesting situational strategic shifts and background.
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.
• 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
Other 2008 ADDY Award Winners for Viera:
The Viera Company – Your Guide to West Viera Expansion – Newspaper Specialty Advertising, Insert
Viera Builders, Inc – Integrity, Quality, Innovation Ad Series – Newspaper Campaign, Color
brandt ronat + company is a marketing solutions firm known for creating brand strategies and high-value message development, sustainable communications and advertising systems for clients in space and technology, health and wellness, the financial services industry, community infrastructure, real estate development and retail. Clients include Brevard Workforce, the Economic Development Commission of Florida's Space Coast, Community Credit Union of Florida, Growth Innovators, Space Coast Health Foundation, Federated Precision, Gatto's Tires & Auto Service, Florida Space Day Committee, Lawler Centre for Cosmetic Surgery, University of Central Florida, Brevard Schools Foundation, Essentials Spa, Space Coast Office of Tourism and Space Foundation (located in Colorado, Florida and Washington, D.C.).