Paradise kicks off new project: marketing the iconic St. Pete Pier


Paradise kicks off new project: marketing the iconic St. Pete Pier

The $65 million St. Pete Pier is the highest profile project underway in the city — and Paradise has been chosen to market it.

Colliers International, the commercial real estate giant that the City of St. Petersburg contracted to manage the pier, chose Paradise as its marketing arm for the facility, which is slated to open in spring 2019.

That may seem like a long way off, but in January Paradise began work on the first initiative — creating a brand identity for the St. Pete Pier that will generate initial excitement as well as stand the test of time.

The pier dates back to the late 1800s, and the current construction is its fifth version. The city icon has expanded its scope for this newest iteration — the facility is designed to be a multi-faceted gathering spot and activity hub for Bay area residents, regional day-trippers and, of course tourists.

Once Colliers and the City of St. Petersburg choose and approve the branding component, Paradise will move the project forward by producing a large cache of advertising and collateral materials, a dedicated website, videos and other assets. Rollouts for these elements are scheduled to occur in the spring, although no strict deadlines have been established. The agency’s contract also calls for it to plan and place media buys, which will likely take place in 2019, leading up to the Pier’s grand opening.