NEW YORK, March 11 /CNW/ -- DPS Sporting Club Development, LLC, luxury
developers of world-renowned residential sporting communities in historic
locations, is making the move to the small screen. The award-winning
international developers of The Greenbrier Sporting Club in White Sulphur
Springs, W.Va., Turks & Caicos Sporting Club at Ambergris Cay in British West
Indies and Snake River Sporting Club in Jackson Hole, Wyo., increases its
media presence by expanding into television.
Consistently at the forefront of the luxury real estate development
industry, DPS Sporting Club Development recently launched the longest private,
paved airstrip in the Caribbean (5,700 feet) at Turks & Caicos Sporting Club
at Ambergris Cay, and recently announced an entirely eco-friendly green
neighborhood, Green Homes at The Greenbrier, at The Greenbrier Sporting Club,
launching this Spring. The print industry, historically the main medium for
luxury brand advertising, is seeing a newfound competitor in broadcast. Luxury
brands are now expanding to television to complement their advertising and
marketing campaigns. According to a February 2008 article in Advertising Age,
luxury brands worldwide are seeking new means of expanding brand awareness,
and global retailers such as Chanel, Louis Vuitton and Jimmy Choo have already
devised and produced plans to infiltrate the broadcast market.
"DPS Sporting Club Development is a brand that is defined by the epic
environments, unique experiences and enriching relationships fostered by our
communities," says Robert Rippee, Chief Marketing Officer, DPS Sporting Club
Development. "We consider our marketing to be just one of those unique "well-
played" experiences, consequently we have moved to rich multi-media campaigns
to communicate the promise made by this incredible brand. Broadcast is simply
one aspect of this strategy and represents yet another example of how DPS
Sporting Club Development further differentiates itself from the pedestrian
communications and hype so prevalent in media."
DPS Sporting Club Development is one of the few development companies
leading this trend of elevated visual expression through expanding their
advertising hold into television. Based on in-house research, DPS Sporting
Club Development has selected networks that target the luxury audience at
touch points most open to the DPS Sporting Club Development proposition of a
Life, Well Played. The 30-second multi-property commercial targets an educated
audience leading luxurious, active lifestyles with a focus on travel.
The commercial features breathtaking imagery of the three DPS Sporting
Club developments and their world-class outdoor pursuits and amenities, played
amidst a musical backdrop provided by jazz legend Wycliffe Gordon. Gordon is
rapidly becoming one of America's most persuasive and committed music
educators, currently serving on the faculty of the Jazz Studies Program at the
prestigious Juilliard School. Gordon performs hard-swinging, straight-ahead
jazz for audiences worldwide, and offered his rhythmic talents to create an
original score for the Life, Well Played commercial. He is the youngest member
of the U.S. Statesmen of Jazz and currently serves as a musical ambassador for
the U.S. State Department. His music has received critical acclaim through
national honors including the Jazz Journalists Association Award for
Trombonist of the Year as well as the Jazz Journalists Association Critics'
Choice Award for Best Trombone.
"The creation of a multi-sensory campaign showcasing the natural,
preserved beauty of our properties coupled with an original score from
Wycliffe Gordon is a progressive step and perfectly illustrates "Life, Well
Played," says Peter Pollak, Managing Partner, DPS Sporting Club Development,
"the unique philosophy at the core of DPS Sporting Club Development."
In the next month, DPS will run the commercial nationally as well as in
select cable markets. The 30-second spot will run on networks such as Fox
News, CNBC, CNN, MSNBC, Bloomberg, Fox Business News, HLN and The Weather
Channel. The Life, Well Played multi-property spot will air nationally to
viewers of DirecTV, as well as 1,954 times in highly select local markets on
CNBC, Fox News and HLN. The commercial begins its run on March 3, 2008 and
will air for one month.
DPS Sporting Club Development Company, LLC, develops private,
environmentally sensitive, single-family residential sporting communities on
historic and unique properties, with a commitment to preserving the distinct
character of each location. These clubs are managed by DPS Management
Company, the exclusive service provider for the renowned Greenbrier Resort &
Club Management Company, combining world class services, amenities and outdoor
pursuits for all ages and skill levels. The award-winning DPS Sporting Club
Collection includes The Greenbrier Sporting Club, White Sulphur Springs, W.
Va.; Turks & Caicos Sporting Club at Ambergris Cay, British West Indies; Snake
River Sporting Club, Jackson Hole, Wyo.; The Ford Plantation, Savannah, Ga.,
and Deep Water Cay Club, The Bahamas.
Life, Well Played!
Visit DPS Sporting Club Development, LLC at www.dpsdevelopment.com and
For further information:
For further information: Elyse Heckman, DPS Sporting Club Development,
LLC, +1-646-291-8762 Web Site: http://www.dpsdevelopment.com