Spirit was asked by a local developer to help generate demand amongst potential buyers for Airpoint, a 255-apartment development in Bedminster, south Bristol.
There was significant competition, so we decided to focus on the rooftop leisure facilities to make Airpoint stand out from the crowd.
We set up a press launch with a local running club practising on the roof and created a sense of ‘pent-up’ demand by releasing news of expected overnight queues before the apartments went on sale. Thirty potential buyers camped overnight and more than 100 queued to secure an apartment before the doors opened.
Key national media were approached individually to secure coverage and follow-up features were placed on the growth of apartment buying and South Bristol as an ‘emerging’ residential area.
Blanket coverage was achieved in target media, including five separate TV packages on local ITV and BBC news (aired 10 times), eight separate radio interviews and more than 20 print articles. The Independent and the Sunday Times also ran articles about Airpoint. The main BBC website featured the story, prompting enquiries from across the world, including Hong Kong and Australia. The coverage achieved a 20 fold return on investment.
1,650 buyer enquiries were received, 1,200 of which came prior to launch. 112 apartments were sold during the market launch weekend, and 155 apartments sold within two months.
The PR and marketing campaign won a national Estates Gazette Residential Marketing Award.