BRIEF
We were asked to partner top brand agency, Triplicate, for the launch of a new concept for city centre living being developed by leading property developer, Alan Fraser.

The initiative, called Never Monday, initially comprises proposals for a set of 48 ‘mini’ apartments in the heart of Belfast city centre as part of a mixed use scheme.

RESPONSE

Our Never Monday picture shoot in Belfast’s Cornmarket caused quite a stir – tourists were even shooting video!

Our publicity programme was geared around the promotion of Northern Ireland’s first pop up apartment at Gloucester Street where potential purchasers of Never Monday apartments at Montgomery Street could get a life size feel for what’s on offer at the luxury turnkey apartments which kick off at under £80k.

RESULTS

The press and media launch, which was supported by clever guerilla marketing, social media and above the line activity attracted major coverage in Northern Ireland’s daily newspapers as well as BBC and Daybreak TV and Downtown Radio / Cool FM.

The activity also generated strong levels of  awareness of and interest in the scheme which shows Serious PR really works!

BRIEF

Promote a residential housing development at Aylesbury Place, Newtownabbey built by Fraser Houses. The homes are turnkey and have a design edge rarely seen in this sector of the market.

APPROACH

You might have seen the latest ‘Bright Side’ ad campaign informing potential buyers the prices on these beautiful homes will not drop beneath the asking price of £149,950. That was a commitment made by the developer.

Our approach centred on communicating the desirability and value for money of the homes. We recruited a number of endorsees (people who had bought homes at Aylesbury) and utilised them in press and media interviews.

We also produced a short film, fronted by leading interior designer, which was uploaded to a number of social media channels.

RESULTS

We secured a number of indepth interviews in daily, Sunday, weekly papers and local radio over a three month period, creating strong levels of enquiries.

BACKGROUND

The Boat is one of Belfast’s most iconic buildings. Designed by award-winning architect, Barrie Todd, the building occupies a prime position overlooking the recently rejuvenated Belfast waterfront.  The building comprises a mix of retail, office and high-end apartments with spectacular views over the city and beyond.

BRIEF

Our brief was to bring this stunning location to the attention of potential tenants or purchasers.

WHAT WE DID

We developed a comprehensive communications plan, working closely with the developer and the commercial and residential estate agents.  This involved media visits, in-depth editorial  feature profiles and an emarketing campaign.

THE BOTTOM LINE

The development has received extensive television, radio, magazine and press coverage throughout the UK. We even persuaded UTV’s Tina Campbell and Malachy Cush to pay us a visit for a piece that was broadcast on primetime local television. The Belfast Telegraph’s highly respected Property Editor, Helen Carson, described The Boat has having the best views in Belfast and the apartments were recognised as one of the most desirable places to live in Northern Ireland by the same paper.

Brief

To raise the profile of Templeton Robinson and promote the company as NI’s leading residential estate agency.

 Response

Thought leadership articles and market comment analyses; advice and information columns; editorial input in Templeton Robinson’s Property Life magazine and revamp of company website.

 Results

Ongoing coverage in all the daily local news papers (news and property sections of Belfast Telegraph, News Letter and Irish News) plus specialist property publications across NI. Series of advice columns from the experts at Templeton Robinson in Belfast Telegraph Home Finder property section.  Q & A profile raising for members of Templeton Robinson team. Promotion of new look website and ongoing support with news updates and blogs.

Create awareness of a new home owning opportunity by driving footfall to the new development and creating an environment conducive to sales throughout Mid Ulster and beyond

Response

Organised a major event to draw potential home-buyers to see the development. Editorial profiles, news stories, promotions and advertising consultancy  aimed at publicising the event and explaining the unique house-buying scheme using offline and digital techniques.

Results

Extremely positive response to the event, with a 6 week period in July and August 2009 seeing sales of 27 homes within the target area and generating a potential turnover of just under £3.2million

Position WJ Law as local and leading builder of new, modern, and affordable Georgian style homes in Northern Ireland, and increase sales and sales enquiries

RESPONSE

On-going media coverage monthly in local and national newspapers as well as property supplements and trade publications. Supporting open day with carefully targeted editorial profiles

RESULTS

January 2009 saw sales of 25 homes within our target area