SeriousPR: Never Monday

Never Monday


We were asked to be part of a marketing services’ team 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.


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.


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!