Axis Tower
Brand and multi channel international marketing
Overview
“An iconic residential tower located in the heart of one of Europe’s most vibrant cities” is how the media describes Axis and it is no underestimation. A striking 28-storey tower and one of Manchester’s most anticipated developments, offering luxury residential accommodation, with 24/7 concierge, plus the opportunity to buy one of two penthouses offering unrivalled accommodation that can be designed and fitted out to an individual’s own specification.
Solution
Such a striking building required a creative approach that would communicate the style and quality to both a domestic and international audience, so far-reaching was the anticipated interest. A dual language promotion (English & Modern Mandarin) was launched through film, web, exhibition and printed materials. Working with a Shanghai-based, we ensured the marketing activity in China struck the right note and tapped into the key motivators for this audience.
Result
Whilst launching initially to a select audience, the level and speed of sales exceeded all our expectations, with target sales surpassed at every exclusive, invitation-only, event. A wider launch of the remaining apartments is being held in the UK for which we have created a new brochure featuring a greater depth of information, housed in a slipcase that recreates the defining architectural features.
URL : axistower.com
