Client

Thracian Cliffs is perched on the Black Sea coast of Bulgaria, comprising apartments and villas, a natural spa, a 5 star Chedi hotel, a marina and a Gary Player designed golf course built into the side of the cliffs. It’s unique in the area, due to the spectacular south-facing position, the calibre and design of the golf course, and quality of the build, previously unseen on the Black Sea Coast.

Objective

To drive sales of the resort through a brand and marketing campaign, targeting the UK and Irish market in principle, with the flexibility to tailor the approach for the Eastern European market.

Solution

We undertook extensive research to gain insight into the target audiences, their purchase drivers, interests and lifestyle, together with the perceived competition both in Bulgaria and, importantly, other international destinations. Creatively we developed a sophisticated brand language and messaging structure, to truly reflect the quality of the scheme, driving the key features of the resort and distinguishing it from the international competition. We developed a supporting strategic marketing campaign, identifying key channels to reach our target audiences, principally through print and digital media, events and direct mail.

Result

The first marketing campaign has resulted in 90% of the first phase of the residential homes being sold ahead of schedule and we are currently working with Thracian Cliffs in preparing the campaign for the next phase.