The Ritz-Carlton Residences, Waikiki Beach

Japanese Marketing & Lead Generation

SITUATION

PacRim Marketing Group’s Integrated Marketing Services (IMS) business unit was engaged by the project developer, PACREP LLC, to market and positively impact sales of The Ritz-Carlton Residences, Waikiki Beach to Japanese international buyers.

Challenge

PacRim Marketing Group’s PR and marketing messaging and timelines needed to be strategic in reaching targeted Japanese audiences with a qualification and affinity to own/live in Hawaii. Simultaneous activities in Japan and Hawaii needed to be coordinated with the process of entitlements and permitting, confirmation of project details including building attributes, amenities, and vendors, and most importantly with the reservation program and sales events in Tokyo and Waikiki.

Action

PacRim Marketing Group utilized an integrated marketing approach to develop awareness of the brand’s unique condominium hotel product in Hawaii, within the Japanese market. Advertising (online and offline), PR, direct mail, collateral development, and key events in Hawaii and Japan strategically planned and executed by PacRim Marketing Group, were integral in influencing key stakeholders including brokers, international sales partners, media, and affluent Japanese consumers—to generate qualified leads for buyers of The Residences. The yearlong program was segmented into quarterly campaigns that focused on messaging particular to that upcoming time period—whether a brand announcement, or upcoming VIP / sales events.

 

 

Results

With the first tower of The Residences selling out within months of going on the market in 2013, the developer was pleased to announce in 2014, that it would be developing the second tower, of The Ritz-Carlton Residences, Waikiki Beach. Currently under construction, with completion expected in late 2016, both towers boast about a high majority ownership by Japanese.