Sarah tower, BSC Group.
Project
Launch of Sarah tower, BSC Group.
Brief
To create a campaign to raise awareness of Sarah Tower, a landmark 24-storey Tower development consisting of 120 serviced apartments, with local press and the house buying public, that would result in maximum apartment sales pre-completion.
Strategy and Plan
1.
The creative campaign and pre-event push.
Faced with the difficulty of having no tangible “product” yet to present to journalists and commentators, IMPR created a strategy whereby the “personality” of the development, over and above its specification and features, was conveyed to the public, creating and sustaining a “brand” for the development that would pique interest. IMPR took the tagline “BSC Group Creating the new Manchester downtown” as the starting point for a themed press launch campaign.
Using this “downtown” theme, suggestive of the “Skyscraper city” of New York, IMPR were able to theme press materials, events, and marketing material in a format that would be both eye-catching and memorable.
Pre-event, and initial release premiering the development to local media was distributed, giving preliminary information and computer generated visuals of the development to key members of the media and key commentators and bloggers. This strategy increased interest pre-launch and began the all important “flow” of enquiries to the selling agents.
2. The Launch
The New York themed event wooed these members of the press and potential buyers to attend the launch. An authentic New York Taxi and Police car were placed outside the venue, proving a distinctive point of interest. Classic New York style canapés, including mini-bagels, mini-burgers and hot-dogs, washed down with beverages including “Manhattens” and Long Island Iced Tea” cocktails complimented the rat pack singer, which sung a range of favourites from the repertoires of Frank Sinatra and Sammy Davies Jr.
BSC Group MD Bashar Issa and his development team, alongside the IMPR team, talked up the project at the event, helping to bring a sense of excitement and life to the project., backing up the short speeches and presentations made by Issa and Piccadilly partner head Jo Farrell. The aim of the launch was to create features that would highlight the innovation and uniqueness behind Sarah Tower, while profile the development as one of the most exciting parts of the regeneration of the Piccadilly area of Manchester city centre.
3. The post-event follow up.
The apartments were released for sale at the launch of the development, and then were released to the public the following day. Measurement and evaluation. Feature in Manchester Evening News. News feature in Manchester Living. News feature in Moving Manchester. Feature in Moving House magazine. Online article on propertyconfidential.com garnering over 50 expressions of interest. Potential audience reaching over 213,000 Extensive brochure ordering interest on launch night.
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