Park Central sales and marketing suite

The client

Crest Nicholson (Midlands) Ltd

The brief

We were briefed by Crest Nicholson (Midlands) to design and install a sales and marketing suite at their flagship Park Central regeneration project in central Birmingham.

At the time the facility was commissioned, Park Central was part demolition part building site, so the sales and marketing suite had to promote the lifestyle this new mixed-use destination would provide.

The approach

We decided that the sales and marketing suite design and its location would have to be radical to facilitate early off-plan sales.

To achieve this we purchased and transported an existing sales and marketing suite from a completed development in Paddington, London. The recycled building was then reconstructed on site and redesigned to align with Crest Nicholson's corporate guidelines, accommodate both the sales and marketing team and the development's show apartments, whilst demonstrating how Park Central's residential, commercial and community parkland would grow together.

The outcome

This strategy developed and was adopted as both a sales aid and as a demonstration to local people of the 'up market' nature of the homes whilst further reinforcing Park Central's change of image.

In addition to the new sales and show apartment areas, the sales and marketing suite also played host to selected pieces of art from Birmingham's prestigious Art Lounge Gallery and flower sculptures from Urban Ethos, one of the city's leading florists. The quality through association with recognised local brands further emphasised the up market nature of the proposed new community.

The overall marketing campaign produced by Ferrier Pearce won many awards including Best Property Marketing Campaign and Best Advertising Campaign. More importantly the sales team, based in the marketing suite, successfully achieved beyond target off-plan sales.