St Leonard’s Place is Yorkshire’s Regency Gem – an imposing, grade II* listed crescent of national architectural importance. Once a prestigious address for York’s well born and influential population, this meticulous restoration is returning these magnificent properties back to their former glory.
St Leonard’s Place provides 40 unique private homes. As the pinnacle of city-centre living, it has elevated York’s residential offering to an unprecedented height.
Offering spacious apartments, elegant mews homes and outstanding townhouses, the development presents a range of luxury accommodation that will offer a lifestyle unparalleled in the county.
We were tasked with creating a brand proposition and marketing campaign that would see it succeed on a national and international level.
Every detail was considered to portray the quality of the accommodation being created, from the materials used throughout, to matching the foil used to the interior on the brochure, launch invitations, bags and candles. Additionally, we considered how the site was dressed during construction, to the bespoke display incorporating a screen and samples finishes, set into laser cut foam inlays in the marketing environment created in the sales agents’ offices.
A film was created to promote York as a destination and to bring the city to life for those viewing remotely in the first instance. All copy, digital and printed, was written by specialists to ensure not only the correct tone of voice but also to maximise SEO. The copy was also translated into Modern Mandarin due to a high proportion of potential Chinese purchasers linked to family members attending the university.
Target sales numbers and prices were exceeded throughout the campaign.
The dedicated website received over 12,500 views in the first two months and a launch event held at the adjacent Yorkshire Museum had an unprecedented turn out of local dignitaries and purchasers.
URL : stleonardsplace.co.uk