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COLOMBO’S RESORT
PROPERTY MARKETING
DIRECT MARKETING / ADVERTISING / BROCHURE / WEB / EXHIBITION
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SELL A RESORT THAT NO ONE HAS HEARD OF, FROM A FIRST-TIME PROPERTY DEVELOPER, ON AN ISLAND THAT NO ONE KNOWS EXISTS.
NO MAYBES
International property investors are the ultimate MAYBEs. Swamped with investment opportunities, they are dispassionate – it is all about the return and they are rarely loyal to a developer.
INCITEMENT
We wanted investors to clamour to buy. The resort had the power to incite investors. The island is the nearest thing to a desert island in Europe; protected against over-development – there will only ever be one resort on the island; there is a 5-star hotel resort and spa run under the Starwood Luxury Collections brand. It is only 4 hours from London. And only 70 beach apartments were being released.
PROFITABLE EXPERIENCES
Investors want to be the first to hear about an investment – if they do then they are more likely to be favourably predisposed towards it from the outset. So we created a whispering campaign by seeding the resort amongst selected investors. And we supported it with direct marketing that introduced Colombo’s Resort to the chosen few…a postcard from a fictitious friend sent from Colombo’s Resort.
Investors also want to be the first to get a chance to buy. So we sent an exclusive invitation to see the resort at an exhibition in Dublin and London.
We supported all of this with press advertising outside of the property press – using media that elevated the resort in the minds of investors. The response materials (web site and brochure) built on the feeling of complete exclusivity. Only then did we
employ more traditional property advertising.
EFFECT RESULTS
50% of phase 1 sold before the first exhibition.
€9m of stock sold in two days.
110 responses to the first ad in the Sunday Times
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