In the British West Indies archipelago known as Turks and Caicos, the shores of pristine West Caicos are opening for the first time in almost a century to an ultra-exclusive new settlement, West Caicos Reserve. After extensive environmental planning, this low-density development of virgin beaches and azure waters will open an exclusive resort: Molasses Reef, a Ritz-Carlton Reserve, along with Ritz-Carlton-branded villas, cottages, secluded single-family and custom homes, and marina townhouses. The hotel and 35 of the villas will be completed in 2008, with other elements to follow.

NJFPR was asked to develop a campaign in order to promote villa sales, a selective effort based on a price range of a quarter to a half million dollars with optional furnishings and design schemes. Key message points included the Reserve's private location (it is accessible only by boat); the 11-square-mile island's two National Parks; Molasses Reef-rumored to be the final resting place of Columbus' ship, the Pinta, and ranking among the world's top dive sites-and the island's convenient location just an hour and twenty minutes from Miami. The agency decided to break the news in a key publication (The New York Times); it also created a unique, compelling press kit and held a press conference in New York City. Stories were seeded in high-end publications such as Robb Report Vacation Homes, Town & Country, Departures, Worth, Private Air, The Wall Street Journal and more. Five stories have appeared in The New York Times, and to date, more than half of the first phase of villas have been sold.