King Edward VII Estate
Welcome to Living Redefined
Working with Craven Group, we created an original off plan marketing strategy to promote King Edward VII Estate – the restoration and residential development of the former King Edward VII Hospital in Midhurst, West Sussex by leading heritage developer City & Country with new build by two partners, Cala Homes and Millgate.
Among the challenges was just how to promote a remote former Edwardian Sanatorium, later hospital, as a new aspirational and high value residential location, to attract enquiries from higher value neighbouring counties and to establish a new destination for the long term future using the allocated budget creatively for maximum reach and effect.
An aspiring brand and strap line ‘Welcome to Living Redefined’ was created to reflect location, heritage, high quality product, design and specification combined with an equally high quality lifestyle and standard of living.
Relevant strategy involved partnering with quality ‘country chic’ brands sharing customer demographic for positive brand association and promoting the location – the South Downs National Park, an Area of Outstanding Beauty – and the very best of a ‘London with smart, country pursuits’ lifestyle in a glossy magazine and local directory to establish King Edward VII Estate and the wider area as ‘the Destination to be’.
As further endorsement, City & Country’s Brand Ambassador George Clarke, TV’s ‘Restoration Man, was employed as PR spokesman.
Results. 1600 enquiries prior to launch, exceeding the initial target of 400 and a database of 3000 previously unknown enquirers, 22+ appointments over the launch weekend itself and steady sales.
