The Story
The £1bn regeneration of the BBC Television Centre in West London.
“EG Media have been a core creative partner since day 1, consulting on, planning, booking, managing and evaluating all of our UK and international media for successive campaigns. The experienced team understand that development sales – both off-plan and post-completion - is a marathon and not a race and have continually risen to the challenge to deliver targeted leads, week in week out.”
Peter Allen, Sales & Marketing Director, Residential at Stanhope plc
The Situation
In 2015 Stanhope launched a British icon to the market. Our objective was simple: position the Television Centre as a global residential destination.
Challenges at the time of launch included securing share of voice in a competitive market, and successfully re-educating UK targets about how this high profile site is now an opportunity for living, work and play.
Our Approach
We executed a highly visible and intelligently-phased UK and South-East Asian media campaign for a large scale international launch of the development, to increase awareness of this prestigious site as an unmissable opportunity to buy.
Authoritative advertorial placements in trusted, high-stature media allowed brand storytelling and effectively cut through the noise in a competitive market.
A shift in both consumer targeting and consumer media trends over the last four years, in addition to changes in the macro-economic environment, have meant that our planning has had to continually evolve and adapt in order to remain competitive and effective.
The Outcome
At the time of launch, the campaign saw the highest number of registrations for any London property launch we had analysed. Over the course of the campaign we have refined our media targeting to make the most of the advertising budget, and used analytics to help us make creative optimisations and advise on performance enhancing website changes. With only 12 units from a total of 432 left to sell, Stanhope are now coming to the end of Phase One, with an exciting Phase Two launch being planned.
