Spiro & Waites to Give Florida City a Personality

Spiro & Waites has won the advertising account of Levitt Corporation’s Core Communities unit.

The Fort Myers, Fla., shop outperformed Ten United in Orlando, Fla., in a brief review to win the estimated $1 million creative and mediabusiness.

The agency, led by chief executive officer and creative director Chris Spiro, will develop a campaign that will include print, outdoor, interactive and collateral components. The work will promote Core Communities’ St. Lucie West, an integrated residential and commercial development on Florida’s east coast near Orlando.

The shop will be responsible for media-planning and buying duties. Print ads are expected to appear in newspapers and periodicals primarily serving consumers—retirees as well young families and singles—on Florida’s Atlantic seaboard.

“Our initial task is to create an aura, a personality for a city that doesn’t yet exist,” said Spiro. “We’re literally starting from the ground up.”

The agency will launch a “teaser” advertising campaign before the end of the year. Its aim will be to attract prospective buyers to the 4,000-acre community.

S&W, which has handled other Levitt real estate accounts in Florida, was invited into the review on the basis of a recommendation Elliot Weiner, a Levitt executive, made to Core Communities president Pete Hegener.

“I got a call from Hegener who told me about St. Lucie West and I started salivating,” Spiro said. “We came in, mapped our strategy one morning and by 6 p.m. that evening we’d been awarded the business.”

Core Communities is a subsidiary of Boca Raton, Fla.-based Levitt, which, in turn, is owned by BankAtlantic.

Founded by legendary developer William Levitt, who pioneered Levittown on New York’s Long Island, the company has built nearly 200,000 homes in North America and Europe.