Eg: ‘Everything’
Everything Embassy Gardens
How a people-centred, multi-channel campaign and crafted branding helped bring London’s best new city-centre neighbourhood fully to life.
Brief /
As Ballymore prepared to launch the final phases of its landmark Embassy Gardens development – including 160 apartments, 21,000 sq ft of office space and new retail units – they needed to get the attention of buyers and businesses in the market for a premium offering during a time of Brexit and pandemic uncertainties.
Embassy Gardens’ 35m-high, transparent SkyPool has made a splash globally. Less well known is the fact that the development is home to a huge menu of other high-calibre lifestyle amenities. And it’s the residents and the people behind the amenities who really set this place apart.
Solution /
We created a campaign focused on quality, abundance and, most importantly, people – emphasising the benefits of becoming part of a like-minded tribe in a city-centre neighbourhood where everyone knows you by name.
To support apartment sales, we developed an identity and brand proposition for the final residential building, focused around a younger demographic and a love of contemporary design – The Modern. And we expanded an existing residents’ club concept to be about access to life-affirming service and wellbeing amenities on offer as well as the great social spaces and events.
Results /
The launch of the Modern was very successful and the sales of remaining apartments in the legacy buildings and lettings of commercial units also ticked sharply up. The digital-centric campaign gave new residents and business occupants instantaneous access to the Embassy Gardens community in a way that could continue even after everyone had moved in.
We delivered:
Sales and marketing strategy
Digital and media campaign
Embassy Gardens website
Amenities and location guides
B2B marketing collateral
Advertising concepts
Hoarding designs
www.embassygardens.com
The launch of SkyPool went viral globally and made the new Embassy Gardens website the most visited property website of the year.
‘We wanted the final Embassy Gardens residential building to have that certain something that gets people talking and catalyses sales.’
—Ballymore Group Managing Director John Mulryan
The ‘Everything’ campaign spotlights the compelling neighbours, friendly retailers and attentive staff that make Embassy Gardens such a vibrant place to be.
‘From the beginning, our vision for Embassy Gardens has been city-centre placemaking of such quality that it will last for generations.’
The brand idea that’s big enough encompass a lifestyle amenities menu that soars above the norm? Happiness in all its many forms.
Digital, print and on-site communications explain the benefits of membership in a one-of-a-kind club, the Eg:le Club.
