Merlot Marketing named agency for Nānā Kai

The agency will oversee marketing strategy, brand storytelling and promotional activity for the ocean-view development

Merlot Marketing has been appointed agency of record by BlackPine Communities to support the launch of Nānā Kai, a master-planned residential community on the South Kohala Coast of Hawaiʻi's Big Island. The agency will oversee marketing strategy, brand storytelling and promotional activity for the ocean-view development.

Merlot Marketing will work alongside developer Somers West and on-island sales partner Hapuna Realty to build awareness of the community and generate interest among prospective homebuyers.

Campaign focuses on residential development

Nānā Kai, which means view of the sea in Hawaiian, is located between Kona and Kohala and features homes designed to reflect the surrounding landscape. The development incorporates low-profile architecture, native landscaping, lava rock and indoor-outdoor living spaces. Homes are priced between $1.5 million and $2.6 million.

The project is aimed at buyers seeking either a second home or a permanent residence on Hawaiʻi's Big Island.

Agency to deliver integrated marketing

Merlot Marketing will lead an integrated programme that includes strategic consulting, digital advertising, media planning, social media, email marketing and brand storytelling. The agency said the work is intended to guide prospective buyers from initial awareness through to purchase consideration.

Mike Paris, Founder, President and COO, BlackPine Communities: "Nānā Kai reflects what makes life on the Big Island so compelling: a strong sense of place, a connection to the land, and a community shaped with intention. Bringing that vision to market requires both sensitivity and precision, and Merlot understands how to communicate it."

Agency expands property portfolio

The appointment adds to Merlot Marketing's work in the residential property sector. The agency said it will apply its PR.0™ approach, which combines public relations with digital marketing, to support the launch of the development.

Debi Hammond, CEO and Founder, Merlot Marketing: "Nānā Kai has a rare sense of place, one that feels both deeply connected to the Big Island and thoughtfully designed for the people who will call it home. For more than 25 years, we have helped premium home and building brands communicate what makes them distinctive, and we are excited to bring that same creativity, insight and discipline to telling the Nānā Kai story."

www.merlotmarketing.com

www.blackpinecommunities.com

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