To launch a new luxury retirement village in Exeter for respected specialist developer Renaissance Villages, which although highly successful elsewhere in the UK, was not well known in the Westcountry. Beyond the launch, our brief is to support sales by maintaining a high profile for the development nationally and regionally with a multi-channel property PR campaign.
Prior to the launch we copywrote all marketing collateral including the brochure, website, a series of teaser adverts. We project managed a VIP preview event and launch weekend, handling all media relations to ensure the launch was high profile both regionally and nationally. Absolute went on to drive a proactive media relations campaign, identifying and project managing brand alignment activities with relevant third parties and creating customer communications.
What we achieved
The launch events were a huge success, with the first properties reserved off-plan within minutes of coming on the market. We continued to achieve regular national and regional media coverage, with stories including show home launches and charity partnerships. Due to the success of the campaign we were subsequently appointed to manage the PR for a second village as well as Renaissance Village’s corporate communications.