Brian O’Neil, Founder of O’Neill Properties Group had a vision to transform Carnegie Abbey sporting club into a luxury condominium development to include a Scottish links inspired golf course, yachting, a spa, equestrian facilities and costal trails. Multiple companies are involved in the development of the 132.2 million projects. Brian O’Neil, a real estate developer, wanted to increase his name recognition. Allen Roche Group was brought in to position him as an industry expert and create a public persona that would improve sales and customer loyalty. We accomplished this by leveraging the entrepreneur’s unique and compelling story to secure profiles in consumer print, web and broadcast media, drafting and placing opinion pieces in daily newspapers and industry magazines and offering him to the media for expert commentary on luxury housing industry news. Since the campaign’s launch, the media relations program has succeeded in increasing both name recognition and sales. In 2005 and 2006 we were instrumental in moving 75% of the inventory in a declining market. The ad budget was $3 million 90% of this budget was spent in the Boston ADI.