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As a large-scale, highly publicised site there was great anticipation and high expectations for the 9th of September 2017 launch. Being the agency responsible for the marketing strategy, branding, media and digital for the project, it was essential to establish a strong strategic understanding.
East End was more than just another development, it was the revitalisation of an entire city centre. We needed to build a story around Newcastle, emphasise its economic growth, and as a vibrant coastal place to live, establish East End as a modern residential and retail beacon. All the while still doing justice to the unique characteristics of the masterplan and each individual building design within the framework of an overarching brand.
Most importantly we needed to launch with a brand and campaign that would establish East End in the market and last for the entire multi-stage project and beyond.
With key insights from the region, site, public spaces, community and target market, we developed a comprehensive brand strategy and positioning document. This helped us create a strong and distinctive brand that captured the excitement and optimism of the mixed-use project.
One of the biggest strengths we found was the pride of being a Novacastrian. Inspired by the colourful people of Newcastle, we created a brand that helped to capture this exciting new vision. And we engaged the proudest to help drive our campaign, from local officials like the Lord Mayor, to the creative clique, to the man on the street.
East End is about a new life. Creating something new while still embracing the old. And building a community that reflects a revitalised modern city, just minutes from the beaches and harbour.
The biggest point of difference with East End is the creation of an entire retail coastal village. It’s a project on a grand scale, stretching across four city blocks with a perfect blend of residential, retail, entertainment and dining and a few surprises in between.
The true innovation lies in the connection to the city’s heritage and people with the vision for its vibrant future. Creating targeted and engaging content to tell our story was key. Using online, video, social media, print, TV and our display suite, we’ve brought this complex East End story to life.
It worked. Perkins & King sold 33% and Washington House 90% on the same launch weekend. Later Fabric House went to market and sold out 50% on launch weekend.