BRIEF: 'Avatar' the movie overpowers Polk County-based home builder's name
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[February 15, 2012]

BRIEF: 'Avatar' the movie overpowers Polk County-based home builder's name

Feb 15, 2012 (The Orlando Sentinel - McClatchy-Tribune Information Services via COMTEX) -- Overshadowed by the 2009 movie "Avatar,"a 76-year-old home-construction company in northeast Polk County has decided to change its name from Avatar to AV Homes Inc.


Company Vice President Carl Mulac said Wednesday it was "costing a lot" to try to keep a high-profile presence online when most Internet searches for "Avatar" turned up links to the movie rather than to the Poinciana-based home-building business ofAvatar Holdings Inc.

AV Homes said that, at a time when 90 percent of potential customers begin their product searches on the Internet, competing for attention online with the highest-grossing movie of all time was difficult.


Real estate advisory firm RCLCO advised the company, which builds in Florida and Arizona, on the rebranding and the new name.

mshanklin@tribune.com or 407-420-5538 ___ (c)2012 The Orlando Sentinel (Orlando, Fla.) Visit The Orlando Sentinel (Orlando, Fla.) at www.OrlandoSentinel.com Distributed by MCT Information Services

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