Landing the ad account of Fiddler's Creek, Tinsley Advertising in Miami is on the ground floor of a 15-20-year real estate buildup in Southwest Florida. The agency is positioning the residential community as "A return to Naples."
Tinsley prevailed over several undisclosed shops both inside and outside the Sunshine State, said client official Vivian Dawson. Creative Directors Inc. in Coral Gables, Fla., previously handled the account.
Billings were undisclosed; however, informed sources estimated the budget at $1.5-2 million.
Fiddler's Creek is a 3,700-acre, master-planned community affiliated with the Gulf Bay Group of Companies, the developer of 14 high rise condominiums currently lining Naples' Pelican Bay area. At its completion in 15 to 20 years, Fiddler's Creek will include more than 100 residential "villages," four golf courses, a nature park, shopping and a 54,000-square-foot club and spa.
"This is an exceptional opportunity for us as an agency," said Joe Albonetti, Tinsley executive vice president of account management. "[Fiddler's Creek] is destined to become a world-class, world-renowned community."
Dawson said the Fiddler's Creek marketing plan calls for advertising this fall via television, print, outdoor and direct mail. "We will position Fiddler's Creek as life in Naples as it used to be," she added. "Quiet, peaceful, but inclusive of today's modern standards and needs for comfortable living."
Gulf Bay Group is also in the preconstruction stage for Marco Beach Ocean Resort, a condo and hotel complex on nearby Marco Island. Tinsley later may have an opportunity to work on that business as well.
"We, at this point, don't have an agency for it. We certainly will look at Tinsley," Dawson said.
Fiddler's Creek is Tinsley's sole real estate client at present. The agency's prior experience includes Bonita Bay Properties, which is in the final stages of a review.