London Property PR Campaign: The OWO Residences by Raffles, London Super Prime Development.
Our goal for The OWO was to position the development as the foremost residential
address and destination in London on Whitehall close to St James’s Park.
Ebury was first tasked with growing awareness through placemaking coverage to help build on St James’s existing reputation and set the scene for a new lifestyle offering at The OWO, on a unique axis pivoting between Buckingham Palace, St James’s Park and The Mall. In addition, the strategy was to place architectural press coverage to highlight the building’s remarkable history, architectural merit and position as a place of power in the capital.
More recently, our goal was to launch off-plan residential sales in June 2021 coordinating
five other global communications agencies to create headline grabbing coverage and put
the development firmly on the map worldwide. With an extensive set of media worthy
project assets, world class collaborators and partners, this was set to be one of the most
prominent real estate launches this year
London Property PR Campaign Execution
Ebury devised a comprehensive, streamlined campaign for overall positioning of The OWO, working with all partners, sales agents and international agencies to maximise exposure for the project over a sustained period of time.
In the early stages of the London property PR campaign, Ebury conducted destination positioning, and liaised with select top tier journalists for relevant feature angles. Our work included a trade exclusive for the topping out ceremony in early 2020 and an exclusive media site tour for a prominent architecture editor from a leading UK newspaper.
Ahead of the launch of residential sales Ebury liaised with The Sunday Times HOME to run the exclusive feature length story ahead of the official launch press events. Ebury organised for the journalist to tour the site with a member of the Hinduja Group, EPR and for supporting telephone interviews to be carried out. A trade title exclusive was also organised by Ebury to coincide with the launch of the project.
Over the course of 3 days the Head of Sales Charlie Walsh was given the opportunity to host and speak with over 14 top tier journalists at the Gallery Suite on St James’s Square, giving A list publications the chance to gather story ideas, place editorial coverage, report on this remarkable project, the future plans and the vision for this very special branded residential scheme.
Results of Our London Property PR Campaign
In placemaking efforts, Ebury confirmed a full write up in Financial Times’ House & Home supplement with architecture editor, Edwin Heathcote, and online, to much acclaim. Additional initial insights into the building were seen in the likes of Forbes, Spear’s Wealth Management, the Conde Nast titles (Vogue, House & Garden, Tatler and GQ), PrimeResi, Luxury Briefing, Architectural Digest and Luxury London.
The sales launch itself has garnered coverage in the following titles (some pending and expected by autumn 2021) FT How To Spend It, Wallpaper*, Telegraph Luxury, Billionaire, Country Life, Tatler, The Week, Centurion and The Diplomat. Subsequently, in the first week of launching sales, Ebury was part of the international team that secured more than 40 pieces of coverage in target publications including articles in titles such as Mansion Global, New York Post, South China Morning Post, The National and Forbes China.
In just two weeks, the sales team at The OWO received numerous enquiries following the PR sales launch.
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