Brief
A fully integrated campaign that was a lot of fun for the team
Stewart Milne Homes tasked us with promoting their Countesswells development in Aberdeen to their target audience, increasing footfall to the site and highlighting the traditional community values on which the new town is being built.
The Summer Festival was designed in the style of a traditional village fete and the entertainment had a homegrown, nostalgic feel with a modern twist – from face painting to pony riding, live entertainment to food stalls.
The PR and marketing team launched a fully integrated campaign, using digital marketing, blogs and traditional PR to promote the festival, while the events team used their expertise to create a show-stopping day out for all of the family.
Working with the PR and design team, events produced a branded seed packet to compliment the ‘paint your own pot’ station and tie in with the brands ‘growing community’ theme.
The attractions included a treasure hunt as part of the event entertainment. Creating clues that included Countesswells marketing messages, the team ensured that guests visited all of the key areas within the site. This showcased Countesswells and the benefits of living in the area in a fun way.
Results
400+
Visitors to the festival
Footfall
To sales site grown
Increased
Social media following
