Award-winning property campaign
Overcoming the challenges of a global pandemic to deliver an award-winning launch campaign for one of Bournemouth’s most exciting new homes developments, West Cliff Mansions is a joint venture between Muse Developments and Bournemouth Development Company.
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Challenge
We were approached by Stubbings Property Marketing to create a multi-channel branding and marketing strategy to support the June 2021 launch. The campaign would need to differentiate against the local competition and generate wider awareness while connecting with the local community.
Launching West Cliff Mansions off-plan amidst a global pandemic brought with it an array of challenges.
We had to find a way to drive interest to a site with low-to-no initial footfall, in a place with seasonal activity severely curtailed by the pandemic, and motivate an audience to imagine their life without being able to see the product.
Solution
We developed a distinctive placemaking proposition ‘A moment in time’, with a naming and brand identity that was steeped in area research and designed to differentiate from competitors.
Our digital-focused strategy leveraged the channels we knew our audience was occupying and we flexed our content to maximise the return. The name, key messaging and tone of voice all helped to position the scheme at the higher end of the market.
The campaign (including a microsite, content marketing, digital advertising, social media, hoarding, EDM and an offline magazine) was highly successful in supporting the objectives of driving sales with all homes sold within a year of the launch.
The website was lifestyle-led with magazine content that included interviews with local businesses and editorials that were informed by our content pillars. This created a rich content marketing experience and also resulted in a host of community champions. Our campaign was amplified on social through an organic content calendar, community outreach and paid ads during key milestones.
The Judges said this campaign had insights at its heart, a simple, clear and emotionally engaging message and was nicely executed to deliver some great results..
Property Marketing Awards 2022 – Best Marketing Campaign: Residential Sales
Impact
There were two distinct areas we measured to understand how effective our multi-channel marketing campaign was. The first was focused on how we drove interest to the development, which we measured through online visibility and reach. And the second was around generating a buzz from the wider audience and including local buyers, which we measured through engagement.
The campaign also went on to win the Best Marketing Campaign: Residential Sales award at the Property Marketing Awards 2022. What’s more, the development sold out off-plan.
