Client: Dezer Development – a preeminent South Florida residential developer
Project: Bentley Tower, a luxury branded residence collaboration between Dezer and Bentley Motors
Challenge: Dezer Development needed to drive pre-sales of the Bentley Residences as well as elevate their second branded residence above a very crowded luxury residential market in the Miami area. Dezer also sought to promote its patented ‘Dezervator’ – an invention that allows residents to have complete privacy as they drive from the street to a glassed enclosure/garage in each unit.
Solution: Following the successful PR campaign for Porsche Tower, Dezer’s previous auto-branded residence, Dezer sought to raise the bar with Bentley. Relevance executed a successful international PR and social media campaign that reached a wide, global luxury buyer base. Additionally, Relevance positioned Dezer Development CEO Gil Dezer as a highly visible thought leader in the luxury residential space with appearances including national broadcasts. Relevance leveraged Gil’s larger-than-life personality and high-profile lifestyle as platforms for his successful business acumen as a highly sought-after business partner. In tandem with the PR campaign, Relevance developed a successful social media push that portrayed Bentley as an aspirational residential product.
Results:
- 110 media placements
- Drove international media coverage that reached a global buyer base interested in Miami
- Promoted Dezer Development as a leader in innovative luxury residential amenitization
- Showed Bentley Tower as the most forward-thinking and
singular branded residence in the US