Arvida Picks Godwin

The Godwin Group used its understanding of the Southerner’s sense of place to win Arvida’s $5 million account.

The Jackson, Miss., shop prevailed over two other independent agencies, co-finalists Lewis Communications in Bir-mingham, Ala., and At-lanta’s Sawyer Riley Compton.

Godwin will develop brand positioning and execute advertising campaigns for the client’s three beachfront properties in Northwest Florida—WaterColor, WaterSound and WindMark Beach.

Review committee members for Arvida, a division of St. Joe Co. in Jacksonville, Fla., were looking for an agency that could deliver creative matching the attitudes of the communities, which were designed by architects including Jaque Robertson and David Rockwell and landscape designer Warren Byrd.

“Arvida is creating true places for a broad spectrum of home buyers,” said Jim Motta, client president and CEO. “Godwin’s account team demonstrated the enthusiasm and expertise to bring effective marketing strategies to fulfill our objectives.”

Godwin president and CEO Philip Shirley said the agency combined an understanding of the aging, affluent baby boomer and the Southern mind.

“A sense of place, roots and legacies are important to Southerners,” said Shirley. “As people move into these communities, they want to take those roots with them and begin a new heritage.”

Godwin will tout the developer’s promise of a minimum impact on the area’s remaining beaches and dunes.

Work will include print in lifestyle magazines, direct mail and Internet advertising.