3 In Bonita Bay Finals

One Alabama and two Florida agencies are finalists for the $1.5 million ad account of Bonita Bay Properties, the Florida real estate developer confirmed.
According to Richard Cline, director of marketing for the Bonita Springs, Fla., client, the three contenders are Florida shops Paradigm Communications in Tampa and The Zimmerman Agency in Tallahassee, plus Lewis Advertising, Mobile, Ala.
Cline said the contenders were selected from a dozen agencies as far away as Arizona and Colorado.
R.J. Gibson Advertising in North Palm Beach, Fla., held the account since last summer [Adweek, Aug. 4, 1997]. Prior to that, Miami’s Tinsley Advertising worked on the business.
“We’re looking for a proactive agency . . . one that can provide us with breakthrough creative in our marketplace,” Cline said, adding, “A vast amount of real estate experience was absolutely not a prerequisite.”
Bonita Bay Properties currently markets two residential communities in Southwest Florida: Bonita Bay, in existence since 1985, and The Brooks, which launched last January. A third community is expected to open in the next two years.
Past efforts for the client included TV, print, outdoor and direct marketing. “We’re leaving it up to the agencies as to which medium or media they prefer to present,” Cline said. The trio was asked for a corporate branding campaign and creative work for the individual properties.
Presentations will occur later this month, with a selection by early July.
Most residents of Bonita Bay and The Brooks are seasonal “snowbirds,” said Cline. Home owners hail primarily from Michigan, Indiana, Illinois, Ohio, Wisconsin and western Pennsylvania. Northeastern snowbirds (New York, New Jersey, Connecticut and New England) tend to migrate to Florida’s east coast.