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
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.
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!
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!