This residential restoration project in the heart of Newcastle was like no other and the PR and marketing activity had to reflect the scale and grandeur of the ambitious scheme.
Nationally renowned designer Bruce Oldfield was commissioned from the outset as director of design on the project to ensure homes were not just simply restored but were given a contemporary flourish. This was particularly evident in the spectacular, three-storey show home, which went on to win several awards.
MHW PR played an unusually close and proactive role in the development, sitting in and working alongside the design and project team at critical stages of the scheme.
Key stages of PR and marketing involved an initial media launch with Bruce Oldfield providing journalists with one-to-one interviews and glimpses into plans for the scheme; this was followed by the launch of a luxurious brochure; the formal opening of the show home and follow-up sales and marketing events that combined fashion shows featuring models wearing latest Bruce Oldfield creations. This was residential housing with a touch of glam.
Despite their initial prices, with many homes priced at over £1 million, reservations were quickly made on half of the properties.
A campaign of continued media relations, special events and advertising ensured that Carlton Terrace was ultimately a success, even though the final sales were achieved as the housing market started to dip into recession.
The Carlton Terrace brochure and PR activity received two PAMADA (Property Advertising and Marketing Design Awards) at a major industry event in London.
One of the final events was the renaming of the street, Carlton Terrace, in a VIP and civic ceremony featuring the Duchess of Northumberland.
TOOLKIT OF EVENTS