Question

Topic: Advertising/PR

Need Billboard Copy

Posted by Anonymous on 5/24/2010 at 6:11 PM ET 125 Points
Help! I need to write an ad for a billboard at a bus stop in the Caribbean to sell property in a high-end condo complex (very swanky). It's gorgeous with gorgeous views, but I don't know where to begin. I know short, sweet, clean copy, but my copy is generally long and descriptive for European websites and brochures. Any suggestions?
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RESPONSES

  • Posted by Gail@PUBLISIDE on 5/24/2010 at 6:39 PM Accepted
    Assuming the bus stop is near the same area as the condos and that you don't have to sell the area, you might consider:

    Luxurious condos with even more gorgeous views. Come visit XYZ Condos for your personalized tour.

    or

    Luxuriously beautiful condos with breathtaking views. Welcome home. Call xxx-xxx-xxxx for details or stop in for a cold drink and visit.
  • Posted on 5/24/2010 at 6:51 PM Accepted
    Are you working with an art director? The best approach might be a large, dramatic image -- the view, the lobby, whatever -- and just 2 or 3 words ... something like, "Aruba's Pinnacle" or "Aruba at its Finest." (I just put Aruba in there; I don't know where you are.)
  • Posted by Mandy Vavrinak on 5/24/2010 at 7:25 PM Accepted
    I would go with one strong image... choose based on what it says, not what it shows (you aren't closing the deal from the billboard... don't worry about the cabinet detail or the kitchen sink, in other words). Then use three strong adjective phrases:
    Sweeping Vistas
    Sparkling Spaces
    Prestigious Address

    (finish with one word:)
    Home

    Phone number, web address, turn here (whatever the action you want them to take next is...)
    beautiful typography, right image, emotional connection, clear call to action.
  • Posted on 5/24/2010 at 8:43 PM Author
    Hi all. Thank you kindly for the responses. I like them all. Here's more info. The impetus is to sell it as a second home (investment property) and as fractional ownership (like timeshare). Perhaps home away from home kind of thing? The ad has been designed by a graphics person and includes a huge photo in the top center. I just need short copy below to lure . . . Thanks much!
  • Posted on 5/25/2010 at 6:13 AM Author
    Hi Karen:

    A photo of the complex from the water, as if on a boat, turquoise blue water, blue sky, very enticing, and the text over it: An investment with endless returns.

    Thank you for your help.
  • Posted on 5/25/2010 at 6:30 AM Author
    By George, I think I've got it! Thank you all for the input. Very helpful!
  • Posted by NovaHammer on 5/26/2010 at 4:52 PM Member
    The view is even better from up here!!
  • Posted on 5/26/2010 at 8:18 PM Author
    Ahhh, very nice. I'll hold that aside for next time. Thank you, NovaHammer.
  • Posted by NovaHammer on 5/28/2010 at 8:52 AM Accepted
    "We're creating more Interest for you everyday"
  • Posted on 5/28/2010 at 8:08 PM Author
    That's nice, NovaHammer. I like it. I might replace "creating" with "generating" (IMHO), but overall it's a nice approach. Thank you and thank all of you. The ad is done!

    I will save that line for perhaps the next. TY
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