Royal Atlantic Developers Inc.
The Mission Club Villa Residences

OVERVIEW
Royal Atlantic Developers, Inc. (RAD) is a full-service real estate development and management firm with more than 25 years of experience creating high-end luxury communities. The Mission Club Villa Residences is a complex of 356 units with one, two, and three-bedroom condominiums. The Mission Club Villa Residences is located in the heart of Orlando's tourism district—International Drive.

MARKETING REQUIREMENTS

• Develop a brand image for the Mission Club Villa Residences.
• Develop an integrated marketing communications campaign to launch the Mission Club Villa Residences.
• Target Orlando area real estate agents/brokers and international buyers.
• Provide the sales staff with tools to promote the property.

POSITIONING
With more than 18,000 condominiums on the market in the Orlando area, competition is fierce. Buyers are being offered many enticing incentives from paid HOA dues and gym memberships to no closing costs and waived mortgage payments for the first year. The Mission Club Villa Residences have the best of both worlds—great location and perfectly appointed amenities.

Due to the property's location in the heart of the tourist district, Patterson/Bach is positioning the condominium community as an investment and/or vacation home.

CREATIVE APPROACH
Patterson/Bach is using a combination of lifestyle and property imagery to portray the ambiance and amenities offered at the Mission Club Villa Residences. The primary theme is “Investing in the Florida lifestyle.” For the initial launch, Patterson/Bach developed an integrated marketing campaign that included logo design, rack brochures, sales brochures, a Web site, print advertisements, and outdoor signage.

In addition, Patterson/Bach teamed up with the I-Drive District to place an exterior rolling billboard on one of the I-RIDE Trolleys. The board officially began running on the Trolley on August 1, 2006. This medium is perfect for the Mission Club Villa Residences because the Trolley stops in front of the property to pick up and drop off guests. Currently, Patterson/Bach is working with the Mission Club sales team to develop grand opening promotions and determine additional media placement venues.

EVALUATION
To create a buzz about the property, Patterson/Bach recently planned a private event for a group of Miami investors. Initial sales have started strong. We expect this pattern to continue as the Mission Club Villa Residences officially opens to the public on August 7, 2006. Patterson/Bach will continue to create new ways to advertise the property and effectively target investors and/or those looking for a great vacation home in the International Drive area of Orlando.

Logo

In Flight ad

4 x 8 Outdoor Banner

Rack Brochure

Web Site Home Page

Sales Brochure

I-RIDE Board