The annual Property Marketing Awards (PMA) celebrate the most innovative marketing campaigns from across the UK property industry and we’re thrilled to say that, despite stiff competition, we took home two awards at this year’s event.
The Kolab team (along with our sister agency Key) picked up the award for the Best Marketing Campaign: Residential New Build, and the Best Digital Marketing Campaign, for our work with Crest Nicholson on their Paintworks development in Bristol.
The project involved promoting the residential and lifestyle offering and highlighting Paintworks as the ultimate live, work and play destination.
We used a number of tactics to create a buzz about the development. From experiential marketing and digital outdoor advertising to an intuitive website and immersive social media content; it was a truly integrated campaign. It was a totally different approach for the organisation too. Crest Nicholson don’t usually have site-specific websites and social channels, but they recognised that Paintworks had a niche, digital audience that they needed to appeal to.
Sandra Dixon, Sales & Marketing Director for Crest Nicholson South West says: “For Paintworks, we understood that meeting the specific online expectations of the audience was more important than our standard approach. Our target market are buying into Paintworks, the place and the lifestyle first and foremost and for many first-time buyers who don’t know who we are as a business, positioning ourselves as more of a consumer or lifestyle brand has made the buying process seem less scary for them. Customers thoroughly understand what Paintworks stands for and align themselves to it. Much of this is down to the overall positioning of the scheme, the marketing of the brand and the way we’ve approached the customer journey. Whether they enter the sales process via outdoor, social media, or the website, the picture and expectation that is painted online is completely met as they finally arrive on site.”
Check out our Paintworks case study to find out more about the project.