Putting On The Ritz, Condos Too At Sanchez

Sanchez & Levitan has been tapped to market twin luxury condominium towers under development in Miami’s Coconut Grove area. The property will include the city’s first Ritz-Carlton hotel.
McCann/Grove Miami Holdings, the developer of the multimillion-dollar building project, hired the Miami-based agency late last month over undisclosed shops, said Sanchez & Levitan principal Aida Levitan.
Sources estimated the budget at more than $1 million.
Sanchez & Levitan is charged with handling local and national general market and Hispanic advertising, as well as public relations for the hotel and the residential towers.
Additionally, “It’s an internationally oriented project,” Levitan said. “We’ll market to European and Latin American investors.”
Slated to open in mid-1999, the Ritz-Carlton hotel will occupy the first 16 floors of the initial tower, including 250 guest rooms and suites, a restaurant and meeting space. The remaining five floors of that tower and all of the second building will house condos starting at $500,000.
Sanchez & Levitan has previous category experience with former client The Gables, a luxury condominium development in Miami.
Levitan sees the account win as evidence that a Hispanic-specialty agency can go beyond its niche.
“It proves what I have been saying for a long time, that a fully multilingual, multicultural agency like ours is perfectly positioned to serve accounts that target not only the general market, but Hispanic [markets] internationally and [locally],” Levitan said.
Atlanta’s Cole Henderson Drake is the agency of record for The Ritz-Carlton Hotel Co., headquartered in Atlanta.
Major clients of the Miami-based Sanchez & Levitan include Marshalls department stores, BellSouth Telecommunications’ consumer services division and Sea-gram Americas.