3AWorldwide was tasked with introducing Costa Hollywood – a luxury condominium-resort and retail complex under development in Hollywood Beach – to regional, national and international media, brokers and buyers. The main objective was to make a case for the development as the catalyst for a revitalized City of Hollywood Beach and drive sales.
3AWorldwide created a multi-tiered PR campaign to position Hollywood Beach Village – the site of the project – as an up-and-coming destination, one that offered less crowded, beautiful beaches and entertainment on par with Miami Beach, while maintaining family friendly sensibility. The agency conducted research on the new developments, business, and improvements to infrastructure in order to draft a destination story to educate media and consumers on the changes.
3AWorldwide also developed the Hollywood Meets Hollywood concept, an event in which the primary goal was introduce the project to Capponis South Florida broker and influencer database while simultaneously fostering the perception of Hollywood Beach Village as South Beachs “sexy” sister to the north. Coordinated logistics and executed a high-profile event for Costa Hollywood. The event also served as preview for the Art of Night celebrity photo exhibit by acclaimed photographer Seth Browarnik.
The agency leveraged the addition of well known real estate developer and nightlife impresario, Michael Capponi, to reinforce the messaging that Hollywood Beach Village was the next “IT” scene. In addition to regional and US national distribution of the announcement, 3A conceptualized and executed a large-scale event – dubbed Hollywood Meets Hollywood – to celebrate the addition of Capponi to the development team and introduce his South Florida broker and influencer database to the Costa Hollywood project. The Hollywood Meets Hollywood theme was brought to life through an Art Of Night exhibit by nightlife photog Seth Browarnik that featured images of the icons, legends and stars that have graced the sands of South Beach. The exhibit was a preview of the future Art of Night installation that will be housed at Costa Hollywood upon completion and was a strategic partnership arranged by 3A in order to bring additional “hip elements” of South Beach up north. The event was held at Soho Beach House on the weekend prior to NYE specifically to increase the probability of securing celebrity attendance, and yielded appearances by Jamie Foxx, supermodel Amber Arbucci, Dallas Austin and Zoey Kravitz. 3A then secured national and regional celebrity sightings from the event to create additional hype around the Costa Hollywood project.
The second stage, which is currently in progress, involves capitalizing on the celebrity buzz from Hollywood Meets Hollywood by shifting the focus of the Capponi announcement from the US to Mexico, Brazil and pan-regionally, and introducing the notion that Hollywood Beach Village is South Beach`s “sexy” sister to the north.
BUDGET: The Costa Hollywood budget was comprised of an initial retainer fee of $7000.00 and an allotted budget of $150,000.00 for Hollywood Meets Hollywood.