Four was challenged to develop world-class branding and marketing communications in line with the clients’ commitment to deliver firsts for Gibraltar, and their corporate approach of ‘passion for perfection’. This ranged from the creation of a corporate website, to delivering exceptional marketing materials and impactful media and PR. The ultimate focus was always to launch and sell EuroCity, an innovative 366 home mixed-used project that is set to raise the bar and change the face of the resilient, pro-blockchain British Overseas Territory.
Planning and thinking
Four focused on identifying key target audiences, combining their key motivators with the client’s ‘passion for perfection’ in all things. The strategy was to deliver the EuroCity experience in a way that was highly targeted to specific audiences, from investors to local purchasers. Over 90% of the apartments have been purchased by local residents, with owner occupiers snapping up all available two and three bedroom properties in the first two buildings.
Four delivered a range of services, from creating a corporate website for Bentley Investments, to EuroCity marketing materials for a Rolls Royce event at Goodwood as well as investment and sales launches.
Four’s media strategy was focused on financial and property publications to capitalise on Gibraltar’s thriving business-friendly environment, in digital and print formats, as well as a paid social campaign on Facebook which was supported by the Property PR team who have been providing engaging organic content. Elsewhere, Property PR has been delivering high quality editorial in titles such as City A.M. and World Architecture News, with further pieces planned in the FT and The Sunday Times Home.
EuroCity’s marketing materials continue to deliver the EuroCity experience via virtual tour, the marketing suite and online. Advertising has been paused, but ongoing public relations will ensure purchasers and key stakeholders are kept up to date with progress. Messaging is changing, but the framework is in place and continues to be re-purposed as required.
Anna Cherepakhova, head of marketing for Bentley Investments and EuroCity, said: “We think our marketing for the project has been phenomenal across the board, from Four’s initial presentation and branding, to the brochures and PR and media campaigns. The marketing materials have become a thing of legend around Gibraltar. Frankly I’m already excited to start a new project so we can do it all again.” Construction is set to start in a matter of weeks, one year after Eurocity achieved full planning consent.
Mike Nicholls, managing director of master agency and development consultant Chestertons commented: “These sales figures are quite staggering when compared with any other property launch in Gibraltar in the last 10-15 years and we are very proud of our involvement in the results so far. The quality of design, facilities and specification have been the vote winners amongst our clients, together with the central location. However, we have not finished yet and we are taking new interested parties on the virtual reality tour of EuroCity, every day.”