To generate awareness of the 12 apartments that were for sale at Ditton Place in East Sussex.
Ditton Place apartments ranged from £400,000 to £1,000,000 and the primary objective was to generate enough interest in the apartments that people would be compelled to visit them with a view to buying.
The audience that we planned against was Adults AB 45+ who lived in Sussex and London although we also had to consider that there would be those who wished to relocate from various parts of the South East to Sussex.
We identified two key areas that the radio would have to cover – Sussex and the London area.
LBC was the station that we chose for London. It was cost efficient against the target demographic as well as offering an editorial led radio environment - something the developers were keen on.
To cover Sussex we chose Southern FM. It offered huge blanket coverage of Sussex and also spoke directly to those who live and work in Sussex.
The airtime that ran was concentrated around key commuter times as well as weekend activity and bank holidays.
Producing creative that would bring the apartments to life was absolutely key to the success of the campaign and Linda Bellingham was chosen to voice the adverts. The tone of her voice and what her personality represented dovetailed with what was on offer from Ditton Place and airtime raised the profile of the apartments and the grounds significantly.