OBJECTIVE: Asana Partners, a real estate investment firm and the majority owner of all the commercial properties in Miami Beach’s prestigious Sunset Harbour neighborhood, hired The Dana Agency to elevate awareness and enhance foot traffic to the district. Given that Sunset Harbour did not have a formalized neighborhood association, Asana Partners took on the cost of a public relations firm understanding the waterfront retail and dining destination’s tenants could benefit from a campaign that would put Sunset Harbour on the radar of locals and visitors for offering the most elevated and authentic Miami Beach experience.
The goal was to position Sunset Harbour as a desirable place where locals and tourists from all over the world aspire to visit because of its reputation as a laid-back bayfront community featuring locally owned dining concepts and curated boutiques and wellness-focused destinations (with more fitness studios per square foot than any other region in the city).
APPROACH: The Dana Agency developed key messaging about Sunset Harbour as a local’s enclave and an oasis from the touristy hustle and bustle of South Beach to differentiate the destination and elevate the perception. These key messages helped the team drive the desired narrative across print, digital and broadcast media channels. The Dana Agency centered its media relations strategy on highlighting new and noteworthy businesses in the district and personalities of local business owners, creating a neighborhood experience in Sunset Harbour. The Dana Agency hosted tenant meetings and frequently communicated with business owners to identify media-worthy stories, untold angles and trends. The team also conceptualized creative events, including a media and influencer series of experiences that allowed attendees to understand first-hand the fabric of the community and what makes Sunset Harbour so special.
RESULTS: The partnership with Asana Partners was a short-term agreement, as the asset management company was underwriting 100% of the costs of the campaign even though it only owned 50% of the property. Although brief, the project was highly successful, putting Sunset Harbour top of mind in front of more than 320 million unique visitors per month with 39 earned media placements. Top placements included Forbes, Ocean Drive, WSVN FOX (Deco Drive), Key Biscayne Magazine, The Real Deal and Aventura Magazine.
