David McLean Homes – Launch of City Wharf, Cardiff

Brief

To launch an exclusive property development at Atlantic Wharf in Cardiff to key 'movers and shakers', and local media.
The hook was to highlight Cardiff's unique 'creativity' with a guest list that included leading artists and musicians. The launch provided a showcase of artwork created by local artists.
To show case the City Wharf development to its full potential including its exciting design features including the use of external glass walls to maximise light; decked balconies to create outdoor living space; internal round viewing platforms; all of which culminate to create spacious living accommodation maximising the dual aspects of city and waterfront views.

PR Objectives

- To attract maximum press interest in the scheme with the aim of generating quality editorial coverage
- To provide a 'photo opportunity' using BBC Hot Houses presenter Amanda Protheroe Thomas
- To excite and stimulate interest with potential purchasers and investors
- To arouse interest with Cardiff's key 'movers & shakers'
Generate early sales

Strategy and Plan

Launch Party
Property VIPs and press mingled with artists, writers, designers, architects and BBC Hot Houses presenter Amanda Protheroe Thomas to celebrate the arrival of Cardiff's most inspirational development to date. The party offered guests the experience to see first hand the impressive plans for City Wharf as they were unveiled for the first time.
David McLean Homes invited young talented artists from Cardiff School of Art and Design to exhibit at the launch, which celebrated the design energy that is now prevalent in Cardiff and the bay. Atlantic Wharf's Bonded Warehouse which houses the City Wharf marketing suite was transformed into a gallery for the evening with textile, graphics and sculpture exhibitions.
One to one briefings with influential journalists.
Follow up meetings with local press.

Measurement and Evaluation
- Quality editorial coverage in local media
- Story used in local property magazines
- Increase in telephone enquiries
- Increase in visitors to show apartment
- 25% sold off plan

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