How marketing made the invisible irresistible
We and our partner-developers knew from the start that we’d have to think differently about this project. Creating a buzz in the usual way – flags, hoardings, progress that’s visible to passers-by – wasn’t an option because The Hideaway was – guess what? – hidden away. Right in the heart of Truro, but not so you’d notice.
We created a name, logo and brochure, of course, but we also came up with an advertising campaign aimed deliberately at building intrigue. As for the development itself, Absolute’s interior team began at a very early stage to work with the developer on every detail of the finishes. As well as this, we looked at the internal layout to ensure that the general arrangement worked as well as it could, offering ideas to enhance the living experience.
The Penthouse was sold even before the development was launched to the open market, thanks to a poster campaign in a town centre car park which built interest by turning that potential problem – the project’s invisibility – into a strength. That focus on a considered internal layout, and our attention to detail in the finishes from day one, resulted in consistently positive feedback from buyers. This was a truly design-led project, on every level, delivered cohesively between Absolute’s branding, marketing and interior teams.