Palm Cay has launched a major new promotion, reaching out to the 1.5 million visitors daily who come to New York City's Times Square via an advertisement that will appear on a huge screen in the world famous site for over a month.
As New Year's Eve revelers pulled scarves and loved ones closer to battle the bitter cold, the sight of townhomes and palm trees on a stretch of white sandy beach with a view of the clear blue sky and turquoise sea sparked dreams of paradise.
The unexpected appearance of the award-winning community with two short words on the screen, Palm Cay, and the website, Palmcay.com, was part of an ongoing ad campaign that between December 27, 2013 and February 1, 2014 will be viewed by tens of millions of people.
For Palm Cay, which was recently awarded the first ever Developer of the Year Award by the Bahamian Contractors Association, the exposure was the highlight of an ongoing drive to draw attention to its $200 million fully-funded family-oriented active community with a wide array of residential options, a 194-slip marina and more.
And for The Bahamas, it represents free exposure. Minister of State for Investments Khaalis Rolle said the sight of Palm Cay on the huge screen in Times Square was a welcome surprise.
"Someone who was in New York told me about it and when I looked online and found it was true, it was great," said Rolle. "You can't pay for that kind of coverage. On behalf of the government I would like to congratulate and to thank Palm Cay for what they represent as a community, and for what they have done to place The Bahamas in such a prominent position and high profile, especially at this time of year when what weather experts are calling an 'Arctic hurricane' is freezing much of the U.S. and the sun is shining on our shores."
According to Palm Cay Sales & Marketing Director Zack Bonczek, the marketing team was able to capitalize on a long-established relationship with the firm that arranged for the extraordinary coverage.
"We are appreciative of Horizon's selection of Palm Cay as a client it wanted to reward because as Minister Rolle said, 'you can't pay for this kind of coverage'. We are thrilled with the response and proud that Palm Cay was able to draw such attention to The Bahamas."
Bonczek said it was too early to tell whether the exposure was driving business, but admitted it had been a very encouraging year for the nearly 70-acre development on the southeastern shore of New Providence.
"2014 looks like a very promising year and you can't ask for a better start than a billion people viewing Palm Cay on New Year's Eve and another 1.5 million people seeing it 168 times a day for 37 days. That's just about 1.5 billion people who caught a glimpse of the beauty of The Bahamas," he said.
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