The Penthouse in Aspen Bespoke Proposal

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal

The Penthouse

in Aspen

UNDERSTANDING OUR BUSINESS 2

CONTENTS

5 your Team

6 Bespoke Defined

7 Marketing Strategy

8 By the numbers

10 Value Proposition

11 Auction house Exposure

19 Web marketing

31 Property Listing Collateral

32 magazine Placement

33 PR Support

34 Activity Reporting

35 Summary of Benefits



Executive Summary Christie’s International Real Estate’s top executives will partner with Joshua & Co. to leverage our brand to target

the highest echelon of qualified buyers globally. We will especially promote and expose the property to ultra

high-net-worth buyers who have ultimately been responsible for many of the record-breaking prices, in both real

estate and fine and decorative art, which Christie’s has achieved in recent years. Our unrivaled ability to market

one-to-one to this exclusive client base is a key component in maximizing the value of this unique property. The

combined global networks, both market leaders in the sale of luxury goods, creates a world-class stage for the

presentation of distinguished residential offerings. To reach these clients and maximize possible sales leads, we will

focus on targeting the most likely buyers in our database as well as through our auction house events, offerings

and publications.

By cultivating a unique balance of worldwide scope and highly personalized service, Christie’s International Real

Estate has become a global authority on the effective marketing of distinctive properties. A finely tuned suite of

programs and a commitment to the business philosophy established by Christie’s in 1766 define a brand based on

trust, integrity, discretion, and excellence.



The Penthouse in Aspen


Clayton Andrews

Senior Vice President, Regional Manager

Natalie Hamrick

Marketing Analyst

Claire Spadafora

Administrative Assistant

Your Team


Joshua Saslove

President, Joshua & Co.

Krista Klees

Assistant to Joshua Saslove


• Individually tailored

• Made to specification

• High degree of customization

and quality

What is Bespoke?



• Generate high-quality referrals from

Christie’s and Christie’s International Real

Estate.

• Provide a program with dedicated resources

and marketing support to secure and extend

the most high-profile and competitive

listings.

• Maximize our global reach, public relations,

and marketing channels to build

international awareness of your finest

properties and to find buyers.

Bespoke Marketing Strategy



• Total Properties: 68

22 Christie’s Referrals

• Total Value: $1.6 billion

• Average Price: $23.5 million

• US$10 Million and Above: 43

• US$20 Million and Above: 22

• Total Value Sold: $259 million

By the Numbers



• Proprietary programs and auction venues reserved

for properties enrolled

• Marketing initiatives supported by our art house

colleagues

• Property-specific custom-designed marketing plan

and monthly reports

• Hands-on support of your regional vice-president

and marketing analysts

• Christie’s International Real Estate and local Affiliate

working as a selling team

• Exclusive – less than 1% of Christie’s International

Real Estate’s listings

Custom-Tailored Marketing for the World’s Most

Extraordinary Properties



• Auction House Lobby Exposure

• Christie’s International Real Estate

Magazine

• Presentation Books

• Auction Catalogues

• Promotion Cards and Bookmarks

• Proprietary Christie’s Publications

• PR Support

• Christie’s Events

• Global Media Plan

• Christie’s Web Site

• Christie’s International Real Estate

Web Site

• Targeted Mailings

• E-Campaigns

• Video Initiatives

• Social Media

• Activity Reporting

Value Proposition: Proprietary Marketing Venues

*Each value proposition expertly tailored to your property



• Lobby Video featuring a montage of

properties at: Christie’s Rockefeller Center

Christie’s King Street, London

• Target Date: Within 45-60 days of

enrollment

• Estimated Total Cost: Payment provided by

Joshua & Co.

Auction House Exposure



• Property of the Month Video

• Example:

http://www.christiesrealestate.com

/PropertyDetails/263182/1539344

/75/9#263182/1539344/75/9

• Target Date: Within 30 days of

enrollment

• Estimated Total Cost: Payment

provided by Joshua & Co.



http://www.christiesrealestate.com/PropertyDetails/263182/1539344/75/9




• Inclusion in Brochure Displays at key

Christie’s Auctions and Events

Worldwide

• Events and Dates TBD

• Target Date: As available






• Pull-Up Banner to be

displayed at key

auctions and events

worldwide

• Target Date: Within 30

days of enrollment

• Estimated Total Cost:

Payment provided by

Joshua & Co.




• Promotion in select auction sales catalogues


• Upcoming Auctions:

Fine & Rare Wines

Russian Works of Art

Magnificent Jewels

Vintage Posters & Olympic Icons

Christie’s Interiors


Joshua & Co.




• Promotion in select auction

publications







• Inclusion of Bespoke Booklet available at:

Christie’s Rockefeller Center (New York)

Christie’s King Street (London)

Christie’s Auctions and Events (Worldwide)

• Booklets mailed to select high-net-worth

individuals



Joshua & Co.




• Inclusion in Christie’s E-Newsletter

mailed to over 170,000 Christie’s

clients






• Promotion on the Wall Street Journal

Partner Site:

http://online.wsj.com/home-page

• 374,332 Impressions

• Target Date: Ongoing



Web Marketing






• Promotion on Country Life

Partner Site:

www.countrylife.com





Web Marketing


http://www.countrylife.com/


• Promotion on Robb Report

Partner Site:

www.robbreport.com





Web Marketing


http://www.robbreport.com/


• Promotion on PropGoLuxury

Partner Site:

www.propgoluxury.com





Web Marketing


http://www.propgoluxury.com/


• Descriptive property promotion on

Christie’s International Real Estate

site: www.christiesrealestate.com

• 100,000 average monthly visitors




Web Marketing


http://www.christiesrealestate.com/


• Location promotion on Christie’s

International Real Estate – Great

location site:

www.christiesrealestate.com

• Reader’s discover the unique lifestyles

and property offerings surrounding

your property




Web Marketing




• Property promotion on Christie’s

Site: www.christies.com





Web Marketing


http://www.christies.com/


• Property promotion on Christie’s Art of

Living Widget:

http://www.christies.com/on-the-

go/widgets/christies-real-estate.aspx



• Estimated Total Cost: Payment provided

by Joshua & Co.

Web Marketing


http://www.christies.com/on-the-go/widgets/christies-real-estate.aspx










• Web video on Christie’s International

Real Estate Site and YouTube Page:

http://www.youtube.com/watch?v=Aa8

J6duLJNc



by Joshua & Co.

Web Marketing


http://www.youtube.com/watch?v=Aa8J6duLJNc

http://www.youtube.com/watch?v=Aa8J6duLJNc


• Featured showcase on home

page carousel:

www.christiesrealestate.com




Web Marketing




• Placement on Featured Properties Page:

www.christiesrealestate.com/SearchListing/

1539192/75/1/15

• Linked directly from home page and

dedicated ONLY to Bespoke Properties



Joshua & Co.

Web Marketing


http://www.christiesrealestate.com/SearchListing/1539192/75/1/15

http://www.christiesrealestate.com/SearchListing/1539192/75/1/15


• Promotion on Social Media Channels

Facebook

Twitter

YouTube



by Joshua & Co.

Web Marketing



• Four Page Brochure

• Target Date: 15-30 days after

enrollment

• 1,000 Copies



Property Listing Collateral



• Full Page Property Ad in

Christies International Real

Estate Magazine

• Target Date: Issue Three



Christie’s International Real Estate Magazine



• Press Release distributed to

international media and ongoing

public relations support

• Online News Center:


News/Press%20Releases/1/85




PR Support


http://www.christiesrealestate.com/News/Press Releases/1/85

http://www.christiesrealestate.com/News/Press Releases/1/85


• Regular reports detailing marketing,

inquiries, and showings




Activity Reporting



Summary of Benefits


Web Marketing

Property Listing Collateral

Christie’s International Real Estate

Magazine(includes placement in Issue Three)



Celebrating 25 Years

36 Bespoke Marketing Proposal


Thank You

We are thrilled to have the opportunity to present

our proposal for the sale of The Ski Home.

Our team would like so assure you that we will

apply our superlative standards toward achieving

the highest results on your behalf and making this

process as seamless as possible.

We look forward to further discussing our ideas

and offerings with you.


The Penthouse in Aspen Bespoke Proposal

Documents

marketing support

web marketing

marketing channels

business total properties

business philosophy

business proprietary

unique property

international awareness