The Story
Launching a luxury villa resort to the international property market.
The Situation
Royal Palm Marrakech is an exclusive resort of luxury residential villas that are part of the Fairmont Residences portfolio. The resort comprises a world-class golf course, country club, the 5-star Fairmont hotel and an organic farm.
Fairmont Hotels and Resorts are a renowned global chain of luxury hotels. In addition to developing brand awareness, we needed to ensure that our communications clearly presented the Fairmont Residences as a residential lifestyle opportunity rather than solely a holiday resort. The ultimate objective was to increase high quality sales leads.
Our Approach
We conducted detailed market research to identify the media plan which would deliver the best return.
We used sophisticated location, behavioural and contextual data to add layers of targeting to our digital campaign. This helped to eliminate wastage and improve our understanding of the most viable prospects for the proposition.
By including premium press in the media mix, we increased the brand’s reach in the high-net-worth segment. The print execution focused on large and eye-catching formats. This increased engagement, allowing us to educate readers about the opportunity at Royal Palm Marrakech and showcase the development to its fullest.
Our consistent ‘test and learn’ approach allowed effective refinement of the campaign, eliminating markets and tactics that underperformed and increasing the investment of those that did.
The Outcome
Our plan has helped the resort to exceed sales targets, with two out of three of the residences almost having sold out. We used the budgets to deliver competitive costs per lead and consistently improve KPI performance during the period of the campaign. Our focus now is delivering high-quality sales leads for the third and final residence.
