Troon Pacific is a pioneer in “healthy home” design and construction. The company goes beyond normal sustainable building practices to create and design features into their luxury homes, including noise abatement, air filtration and water conservation. As a specialty builder, Troon Pacific wanted the luxury home market to know that a healthy home is much more than a “green building.”
Strategy and Tactics
LCI unearthed all the innovative ways that Troon Pacific builds homes that are sustainable and support the well-being of those who live there. When the team saw the breadth of tactics that Troon Pacific used in design, they created an infographic to explain the details in a clear and succinct way. This became the basis for a media relations campaign that rolled out locally, statewide and nationally. LCI media trained Troon Pacific principals, Charlot and Greg Malin, who acted as press spokespersons. The infographic was distributed to media and as a sales tool to the real estate/building/development/luxury community.
The Wall Street Journal highlighted Troon Pacific’s work in a feature article complete with quotes and graphics. Locally and statewide, information on available Troon Pacific properties was featured market-by-market in digital and print media, including the San Francisco Business Times, 7X7 Magazine, San Francisco Chronicle, Unique Homes, California Home and Design, San Francisco Magazine and more. In addition, LCI created a paid marketing campaign for Troon Pacific that reached their core partners and customers.