The Chilterns

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Challenge:
Frogmore and Galliard Homes (the developers) set us the challenge of launching a luxury 44 unit scheme in Marylebone with a marketing positioning that would secure square footage values of £2,500; significantly over the £1,800 average for the area

Insight:
Customer profiling showed that potential clients were not an ostentatious crowd sometimes associated with the very top-end schemes, but a much more understated, discrete, yet tasteful bunch. The idea of feeling elite, without showing it sat at the heart of this campaign.

Solution:
To emphasise the one off opportunity to buy at this level in Marylebone, we commissioned world-renowned David Bailey to take 44 photographs of the area (photography being the ultimate ‘one of one moment in time’).  These photographs became a one of one coffee table book, one original print was given with every apartment, a one of one exhibition of the 44 prints was held at One Marylebone….you get the message!

Results:
An award-winning campaign resulted in 38 apartments being sold off plan within the first 18 months; for an average value of over £2,700 per square foot – 7 to go and job done!