The Peninsula at Rough Hollow is an exclusive, luxury waterfront neighborhood in Lakeway located on a private enclave of Lake Travis’ prestigious South shore. The gated neighborhood features estate-sized homesites, luxury custom homes and dockable waterfront real estate as well as a Yacht Club and Marina. The Peninsula targets a high-income audience, calling for stringent marketing goals for maximum ROI through media strategy, creative, advertising, digital, social media and promotions. Adding to the challenge of a niche and narrowed target market, the majority of the community is under construction, causing limited imagery for advertising. A multi-media campaign and including broadcast was developed to introduce and promote the community’s exclusivity and waterfront and property amenities.