CAMPAIGNS: Heavy PR yields interest in town - Town Opening

Client: Nordelta (Buenos Aires)

Client: Nordelta (Buenos Aires)

Client: Nordelta (Buenos Aires)



PR Team: Publicis-Capurro (Buenos Aires)



Campaign: Promotion of Nordelta



Time Frame: June 1999 to present



Budget: dollars 40,000





Just outside Buenos Aires, Eduardo Costantini has been building a new

kind of town for Argentina. Rather than the typical small enclave for a

few hundred people, with a few extras, Nordelta has thousands of

dwellings, including some mansions with huge swimming pools.



Costantini, head of the Nordelta project, is developing the town based

on the principles of convenience and leisure. When completed, Nordelta

will have all the amenities, including cable-ready homes, grocery

stores, businesses, schools, an athletic club and even a university.



Nordelta had to educate potential buyers about the difference between

itself and the more typical developments nearby. Buenos Aires PR agency

Publicis-Capurro was brought in to provide positioning support and to

garner interest in Nordelta among upper- middle-class consumers.





Strategy



Laura Costilla, Publicis-Capurro press director, says the goal was to

demonstrate how the town - with its fresh air and water, modern

conveniences and 15-minute drive to work in Buenos Aires - would improve

a resident’s quality of life.





Tactics



The PR team sent out press kits showing the success of similar

developments in France and the United States, providing comparisons to

Nordelta. Local newspapers were given top priority, though trade

publications were also courted to reach the target group of

professionals. In addition to trying to recruit potential buyers, the

agency wanted to spark interest from businesses about the opportunities

the town could provide.



Journalists were taken on brief tours of the Nordelta site. Costantini

provided interviews and soon his picture, with Nordelta in the

background, could be seen in most of Buenos Aires’ major

publications.





Results



Nordelta was featured in daily papers Noticias and La Nacion, among

others.



Most placements were several pages and provided numerous pictures.

Revista Viva, the Sunday magazine of Buenos Aires largest newspaper,

Clarin, ran an eight-page article on the project, with full-color

pictures and maps.



The estimated readership for media placements was 8 million.



’Every weekend we have huge numbers of potential customers visiting the

town,’ says Marcelo Capurro, head of the PR & press department at

Publicis-Capurro. Sales were so successful that instead of launching

three neighborhoods, Nordelta has launched five. With new town

developments springing up around Argentina, many are already referring

to Nordelta as the model.





Future



To continue the strong coverage, a major media tour of Nordelta has been

planned for March. Members of the press will meet the developer and

families who are moving in and take a bus tour of the town.



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