Grand Terroir 31 · Communication strategy and Première
From the first narrative to the Première.
Shaping and positioning a new category in ultra-premium real estate.
01
The challenge.
In Candiota, in the Campanha region of southern Brazil, Grand Terroir 31 brings together a winery, an olive mill, hospitality, a club and homes, all set among working vineyards and olive groves. It sits on the 31st parallel, the same latitude band that holds the continent's finest terroirs.
The brand already had a name, an initial identity and a manifesto, created by John Hackmann Co. What it needed was an integrated communication strategy to reach the market in just five months.
At the heart of the challenge was a narrative able to speak to two demanding audiences at once: the investor looking for a solid asset with real returns, and the buyer who wants country living without giving up international-standard hospitality.
02
The concept.
Brazil's first tourism and real estate destination with integrated wine and olive oil production.
The concept and the real estate product model were designed by Polaris. Building on them, Jazz developed the brand's communication strategy and pre-launch positioning. Development is led by Grupo Batalha, a reference in viticulture and olive growing in the region, with co-developer Joal Teitelbaum, a long-standing name in engineering and real estate. Those two signatures gave investors the technical and institutional strength that an unprecedented product requires.
At Grand Terroir 31, buyers take the land along with mature orchards. Technical management stays with the estate, and owners enjoy the privilege of making their own wine and their own olive oil, under their own label. Jazz placed that private label at the center of the narrative, because it is what sets Grand Terroir 31 apart from a gated community with a winery and makes production part of the asset's value.
03
The strategy.
Communication put the territory ahead of real estate metrics. Before square meters and floor plans, the launch presented the value of the 31st parallel, the region's wide temperature range and a real asset: olive trees up to 20 years old in full production, backed by Grupo Batalha.
That choice shaped the brand's tone of voice, built on three registers.
Terroir
The technical rigor of terroir and winemaking.
Countryside
The sophistication of living in the countryside.
Investment
The security of an investment backed by the experience of those developing the project.
04
The execution.
The strategy came together in the Book Master, the editorial piece that brings together concept, product and investment thesis, and served as the foundation for every communication front. The visual identity was expanded to fit every touchpoint, and Jazz rolled that material out across four fronts.
Front 01
Film.
Script, creative direction and editing of the Hero film and the teaser, which combine the footage shot in Candiota with 3D renderings of the masterplan, in English and Spanish versions for international audiences.
Live
The film, as published.
One of the institutional cuts, on the Grand Terroir 31 Instagram profile. Watch with sound on.
The video opens in the Instagram player.
Front 02
Digital and content.
The brand's Instagram presence was built from the ground up and gained traction with 100% organic growth, with no paid media, anchored in the Signatures editorial series, which introduces the people behind the project: French winemaker Pascal Marty, olive mill master Francisco Pavão, architecture by Studio Vivian and landscaping by KREBS+. The same front delivered the brand playbook and the landing page, designed to capture and qualify leads.
Front 03
Sales enablement.
Interactive digital book, digital cards and an inbound sequence to directly support the client service and sales teams.
Front 04
The Première.
Visual concept, set design and production of the private pre-launch event for investors in the Campanha region, with scenography, stage presentation, invitations and a printed kit of fact sheets.
Première invitations and kit folder
05
Deliverables.
- Communication strategy, positioning and pre-launch narrative
- Expansion and rollout of the visual identity system across every touchpoint
- Brand playbook, with strategic and operational client service guidelines
- Printed Book Master and interactive digital book
- Creative direction of the shoot, script and editing of the Hero film and the teaser, in Portuguese, English and Spanish
- Signatures editorial series
- Design and implementation of the landing page integrated with the sales flow
- Instagram profile management and media library production
- Sales kit: inbound sequence, digital cards and lead nurturing materials
- Complete Première kit: invitations, set design, signage, stage presentation and fact sheets
- On-site signage and placemaking pieces for the development
Result
This strategic groundwork opened sales exclusively to a select group of investors, ahead of the market launch.
It also earned national editorial coverage in the pages of Exame magazine.