Media Strategy: “Go Big or Go Home”

I love Olympic snowboarder, Shawn White’s “Go Big or Go Home” attitude. When Florida’s 7th largest general contractor, Dan Catalfumo asked us to promote his 2700 North Ocean luxury condominiums, during South Florida broadcasts of the Winter Olympics, a bold approach came to mind.

To supplement the TV spots, Gibson Roscoe created a front page wrap around the daily newspaper The Palm Beach Post to give authority to Dan’s newsworthy pledge to sell $40 million in luxury condominiums by end of season. “I’d rather give my buyers great discounts than pay interest to the bank” reads our ad message right over the day’s headlines.

The result, after the first week, Catalfumo’s sales team is $10 million dollars in sales closer to the goal. Keep Posted!

Olympic Effort

The shoot happened this morning, the commercials will begin running in the Vancouver Winter Olympics several days from today! Gibson Roscoe advertising helps client, Catalfumo Construction take advantage of a last minute “opportunity buy” to promote a sale of luxury beachfront condominiums.

Palm Beach developer, Dan Catalfumo and marketing strategist Bob Gibson prepare to announce that $40 million dollars worth of oceanfront condominiums will be discounted to sell out. A TV spot is being prepared to run during the Vancouver Winter Olympics on South Florida’s NBC affiliate, WPTV Channel 5, The Friday edition of the Palm Beach Post will be wrapped with the extraordinary offer.



The Gibson Roscoe team at work for Catalfumo Construction. Kristen Glass rallies a production team and schedules a TV shoot timed to fit a one-day window of sunny weather. Ken Roscoe, Creative Director and Lowell Thayer, Producer choose lenses, camera angles and direct the shoot.



Bob Gibson polishes the script with client, Dan Catalfumo. (Not Shown) Jaclyn Burdette negotiates prime time TV schedule during the Vancouver Winter Olympics with NBC affiliate WPTV Channel 5.