Splitting

From the Herald Tribune in Florida, we have 'Splitter' market gets sophisticated pitch.

Splitters are "individuals who own at least two homes and split their time between them for recreation, for work-life balance or to connect with family and friends," explains an innovative public-private marketing campaign that aims to target potential new part-time Floridians.

Obviously, real estate giant WCI Communities Inc. and the Florida Chamber of Commerce both think a second home in the Sunshine State is a great idea for nearly everyone. Together they have created an unusually eye-catching marketing tool to stimulate the concept.

"Splitting to Paradise -- Your Guide to Owning a Second Home In Florida," is a colorful and humorous tongue-in-cheek 35-page printed brochure, Web site and musical CD aimed at planting the splitter seed in minds everywhere.

A faux whimsical "confidential" file holds a letter from a woman who finds "love at first sight" on Florida's golf links with "Pierre Billiou, a debonair businessman from the Hamptons."

Another card in the file is from "Biff Buckstein, Extreme Athlete and Splitter," who writes about his "killer condo" and Florida's "tasty waves."

Biff, who clearly is not in Southwest Florida, also informs his pals that "I totally PARTY at night."

A "footnote" from the editors of the brochure points out that Biff's parents also live in the condo and that Biff "sleeps till noon each day."

Party on, dudes!