People’s Park St Helier
Working with Craven Group, we created an innovative off plan marketing strategy to promote Westmount, a development of four apartment blocks by Dandara, in a location where only 10 properties were sold/bought every fortnight and establish a database of buyers willing to wait five years for completion.
Our strategy was inspired by the origins of open plan apartment design and living – 1950s America. To advertise a development not yet built we created the ‘Face of Westmount’ (we hired a former Beauty Queen) and provided her with a 1950s’ look, with her wardrobe sourced by Styling by Baz, and a Westmount branded open top retro style sports car in which she drove around the island for the Summer as a ‘living advertisement’ to launch the development and capture the hearts and minds of the local people.
Our palette of brand assets also included a Hollywood meets New York style brand marque in bold tomato red and retro blue with inspirational sunburst and woman with open arms, a series of posters promoting St Helier life ~ People’s Park, the Waterfront and St Helier town centre ~ and eye catching iconic illuminated ‘W’s. We partnered with the interior designers Honky to create a cohesive marketing suite inspired by New York style coffee shops which includes an eclectic retro style show apartment. The Dandara sales team sport chic tomato red neck scarves, ties and chrome ‘W’ pin badges. All this is supported by marketing materials which include a picture book style concept brochure, floor plans documents in a fun, retro spiral bound format, a local advertising campaign, website and movie for the website and Jersey Channel TV.
Photography of the ‘Face of Westmount’, marketing suite and show apartment by Jersey based Andy Le Gresley.
Results. A huge off plan response and shortlisted for The Property Marketing Awards 2015, Best Marketing Campaign: Residential.