CASE STUDY. waikiki, hawaii. Trump Case Study

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1 CASE STUDY trump waikiki, hawaii Trump Case Study

2 What happens when the tropical sensuality of Waikiki meets the magnetism, opulence and branding chutzpah of Donald Trump? They set a world record in real-estate sales. That s what. Here s how E+S told the world that Donald Trump was finally going Hawaiian. +++ Trump Case Study

3 Irongate Capital Partners is a Beverly Hills-based investment firm that planned to bring a $350-million, five-star condominium hotel to Waikiki with celebrity and luxury hotel developer Donald Trump. Even with a few successes already under its belt, Irongate knew the importance of knocking this very visible project out of the park. The Client + The Opportunity This was Trump s first foray into Hawaii and the first time in 25 years that a five-star hotel was being developed on Oahu. But before this tower could become a palatial playground for the world s elite, people needed to rediscover the beauty and peacefulness of Waikiki that originally drew them there. To leverage Donald Trump s involvement in this story, E+S had to capture his vision and sincere enthusiasm in an on-camera interview in his famed New York boardroom. Those clips would then form the backbone of a story projected to frenzied buyers all over the world, including an eight-hour simultaneous sales launch in Waikiki and Tokyo. +++ Trump Case Study

4 * E+S helped build unprecedented pre-sale interest by transmitting story content over the Web, allowing salespeople to walk a cadre of global buyers through the development weeks before the sales event * A two-day sales launch ended after only eight hours when all 464 hotel suites and residences sold out The Results * This * The +++ project and its $700 million-plus (US) tally set a world record for the highest one-day real-estate sales project and its success gained worldwide media attention, and was even featured on The Apprentice finale as a potential job for the show s winner Trump Case Study

5 The Process Envisioning is our process that allows clients to author their project s future story together. For Trump Tower, that meant finding some common, storied ground between the three largest contributors to this project: 1) the city of Waikiki and its history as America s first playground 2) the developer, Irongate and 3) the largerthan-life character of Donald Trump and his personal and professional vision for this development. Storytelling is the act of strategically engaging an audience with tools targeted just for them. Given the international clientele for this project, it was essential that any storytelling piece E+S created be digital and easily shared across the globe. Regardless of length, each tool also needed to tap into this project s core story seeing things in a new light reminding people that no matter what they already know about Waikiki and Trump, something will transform them both when these two powerhouses unite. +++ Trump Case Study 5

6 Trump On The Big Screen In Waikiki, people enjoy a place of deep contrasts. It is exotic yet familiar; beachside yet urban; a place to disappear into yet a place to be seen. To tell both sides of this story, E+S created A New Light a sleek, six-minute film featuring still and full-motion images, a tailored soundtrack and interview clips with Donald Trump to be broadcast live before a discerning American and Japanese audience. Rediscover >>> Trump Case Study 6

7 Capture >>> Famous Last Words In certain global markets, Donald Trump has enormous appeal. To leverage his legendary business savvy and international recognition, E+S conducted an on-camera interview with Donald Trump so buyers could experience the project through his eyes. The team wasn t after canned quotes or bland sound bites, but funny, personal, excitable sentiments from a timecrunched man in just 20 minutes of interview space. Trump Case Study 7

8 >>> Story Without Borders With the E+S StoryStation, our client had one digital solution that allowed them to do two things: 1) house the visuals, text and details for this project from its proximity to the beach, décor and amenities to its view lines and adjacent retail in an interactive tool to use within the Waikiki sales centre and 2) transmit this same content over the Web so salespeople could give buyers a virtual tour no matter where they live. Project Trump Case Study

9 Brace yourself, Hawaii. Trump s coming to town. And with him, Waikiki gets a high-profile infusion of luxury. Trump adds an exclusive, sundrenched property to his portfolio. And all 464 residences got snapped up in a mere eight hours. $700 million. Not a bad day s work even for Trump. +++ Trump Case Study

10 Great stories allow people to identify with an idea or an ideal. Stories stretch margins, increase demand and create value. Stories build customer loyalty and underpin enduring organizations. Curious? Call Envisioning+Storytelling 5775 Marine Drive West Vancouver, British Columbia Canada V7W 2S1 Telephone Facsimile Trump Case Study 10