One Brighton Advertising campaign

The client

Crest Nicholson Regeneration & BioRegional Quintain

The brief

To build on the existing branding for the development and create a fresh new approach for a campaign with a headline that would sum up the aspirational feel of the development. The creative approach should also promote the unique location, product and eco features. Additionally, to apply new branding to various marketing deliverables and outdoor media including 48 sheet posters, leaflets and HTML mailers.

The approach

We incorporated the word ‘One’ from One Brighton with aspirational lifestyle images which included circular shapes enabling us to use as the ‘O’ in One. Each image is relevant to the type of lifestyle and age of buyer that is within the target market and is used with the strap line ‘One way to’. This strap line is then connected to the image and the activity involved. For example, two girls eating popcorn watching a film had the strap line ‘One way to Love Film’ when used on a leaflet distributed by Love Film with their DVD wallets. The original brand colours were retained, whilst the original logo was developed to include .co.uk onto the end of it to act as a permanent web driver.

The outcome

The advertising, new marketing suite, brochure and hoarding all used the campaign strap line ‘One way to’. The tag lines and images were rotated to appeal to different markets from first time buyers, investors, downtraders and London commuters to local students and the local gay community. The sales at One Brighton increased exponentially after the campaign was launched.