Having been appointed as its marketing agency in September last year, Story has continued its work with Edinburgh business and residential development Quartermile.
The marketing services agency is targeting young professionals, first time buyers and investors with brand development work and a new brochure to promote the £450m development.
Story has created the positioning ‘Time to Live’ for Quartermile to highlight its proximity to the city shops and countryside and focuses on the new building ‘Celesta’; a development of 40, one bedroom flats.
Story named the building ‘Celesta’, meaning ‘sky’ to highlight the beauty and height of the new building as well as engage with a younger aspirational target audience wishing to ‘aim high’.
The 16 page, 210mm square brochure focuses on the many lifestyle benefits of living in the development’s community: “Rising Shining, Living Breathing” highlights the expansive and luxurious space available within Edinburgh’s new cosmopolitan quarter. “Working Playing, Wining Dining” emphasises the perfect balance of work, rest and play when living within close proximity to up-market cafes, shops, offices as well as a 24 hour gym. Finally, ‘Seeing Believing' highlights the attention to detail, from high-spec kitchens and bathrooms to bespoke door handles.
Dave Mullen creative director at Story, explained the agency’s brief on the project; “The challenge for us was to refocus our energies on this new target audience who are used to high-spec but want affordability yet keeping in-line with the overall Quartermile proposition. We’ve kept the marketing, for this new development, approachable yet with an unmistakable luxury look and feel.”
Lorraine Paterson, sales and marketing director at Quartermile, added: “The successful launch of the integrated campaign, created by Story last year, has exceeded all targets. Our ongoing research on market trends has since helped us identify an untapped niche market, looking for affordable but luxurious property in Edinburgh’s city centre. Story has the strategic and creative expertise to help us review and develop our marketing strategy to accommodate this new target audience. Given this opportunity in the market, we are now ready to launch our first development of luxury one bedroom flats at Quartermile.”