Our brief was to develop digital and printed marketing materials to help promote the luxury development in Devon. A focus on the two target audiences: the primary audience – local people who wanted to stay in the area but downsize from large homes to spacious apartments; and the secondary audience – people from outside the area who wished to purchase a second home or holiday home. We were required to work collaboratively with estate agent Marchand Petit, and to bring a fresh approach with creative ideas to market the luxury waterside development using a range of online and offline media.
We set to work developing a marketing strategy that would cover several channels over a long timeframe. We applied our experience across the different sectors we work in to develop a set of marketing tools that presented The Yealm in a fresh and dynamic fashion.
To develop the branding, we scoured the finer details of the elegant Victorian hotel’s exterior for inspiration, using a decorative motif on the front of the building for the logo. We also used the hotel and surrounding area’s history to find creative ideas to enhance the work we were undertaking.
We developed a WordPress website using a phased approach as the project developed. Every page of the website has been designed with a clear call to action to encourage people to register their interest in the development. We included the promotional video and a “slider” tool, which transformed the former hotel site before construction into the completed development after.
Working closely with video producer BlinkBack, we devised a promotional video in which Yealm developer Simon Friend, lead architect James Brookes from Grainge Architects and Harbour Master Bob Read talked about the project and local area and showcased the development and its stunning location.
This comprised the set up and delivery of quarterly mailings, which comprised the latest news on the development. We included animated GIFs to encourage people to watch the promotional video. The email marketing was one of the main channels used to communicate to our engaged audience – people who were interested in the development.
We set up and managed Facebook and Instagram profiles, including Facebook advertising at key points in the project. The social channels were effective in reaching an audience who did not know about The Yealm. We targeted specific audience demographics to increase brand awareness.
Google AdWords was introduced in the spring of 2019 to continue to drive traffic to the website and increase conversions (potential buyers registering their interest).
We created a beautiful 56-page one-off lifestyle print magazine, which was delivered to every home in Newton Ferrers and Noss Mayo. This publication reached our primary audience and was our first opportunity to present the development in a considered soft sell approach.
We produced signage for the outside of the hotel, the Marchand Petit office and in marinas across the South as well as a large fabric exhibition stand to use at key events.
We designed print adverts for various local press, harbour guides and national marinas. We also produced a printed event invitation and exhibition stand for the launch events.
For the launch events we created a 28-page A3 lay flat book to display the floor plans, interior design and layouts for each aspect of the development.
To showcase the development in the picturesque village, we photographed the area in all seasons. This was essential for communicating the lifestyle. Directing a mixture of in-house and freelance photographers to bring different styles and techniques under one encompassing brand.
To bring the apartments to life (while the development is still in construction) we worked with one of our partner agencies, Archilime, to create internal and external CGI renders. CGI files were also used in the video edit in combination with our drone footage.
Not used on this project, we have also worked to create interactive CGI tours for other developments, allowing the user to navigate between rooms and explore the space in 3D.
“I interviewed two companies for the marketing of The Yealm, a luxury residential development, and the first company was pretty much the same old thing. Then in came Ben and Clare, and their innovative ideas, energy and ability to understand my aims were evident right from the start. I don’t think any development has been marketed in quite the same way as this project and I am delighted with their work and professionalism. I could not recommend them highly enough – though I don’t want them to get too busy with other people – because they are a rare find!”
