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How To Leverage A Graphic Image To Get Maximum Impact
– The Sky Pool
Embassy Gardens
This stunning computer-generated image from the Ballymore Group was leveraged/used across multiple channels:
- News Release distributed to luxury, trade (construction, property, architecture, design), international, London and national press online & offline
- Social media
- Web site
- Conference slide shows
- Award entries
- Marketing suites
- All marketing collateral
Results: Coverage
The news release generated 1billion ‘opportunities to see’, 105 apartment enquiries, £27 million apartment sales and an award-winning chef opening his new restaurant in the same development. In fact, it generated just under a 1billion OTS’s (972,126,464) Opportunities To See (OTS) calculated using readership figures for the various outlets where the image appeared in the usual media outlets (ie online & offline media). Note this did not include social media coverage/shares/likes/comments etc.
Results: Sales Leads
Within 24 hours of the image first appearing, it generated 105 new sales leads (from people wanting to buy an apartment). Apartment prices in the second phase went from £602,000 up to almost £2million, so if, say, the average apartment price was £1.3m and if, say, just 20% of leads normally convert to sales, then the 105 leads generated will convert to an estimated 21 apartments sold at an average price of £1.3m, which, equals £27m revenue generated by this image (& the idea behind it). The image also prompted renowned award-winning, Irish chef, Robin Gill to move in and set up his new Darby’s Restaurant in the Embassy Gardens.
Results: Profile Raising/Awareness Building
This image has also increased awareness of (and perhaps preference for) the Ballymore Group.
Where did the idea come from?
The Sky Pool was an idea formed by Sean Mulryan, founder and CEO of Ballymore Group, whose vision stemmed from a desire to push the boundaries in the capability of construction and engineering – to push the boundaries on all aspects of design. Sky Pool’s transparent structure is the result of significant advancements in technologies over the last decade. As such, Mulryan brought in not only architects and engineers but also aquarium designers to ensure the pool is at the forefront of design excellence. The pool will actually be made of acrylic rather than glass – and the experience of the pool will be truly unique, it will feel like floating through the air in central London.
Brief Excerpt From The Brief:
‘Do something that had never been done before’
PR Low Cost, High Credibility but No Control
Note: PR has very low costs, very high Credibility of message (higher than say, an advertisement in the UK) but no Control (as an editor or journalist can challenge or even rebuke a news release). So PR, like advertising and sponsorship is great at generating awareness (not as efficient at generating sales). Advertising has very high control of message, very high cost and lower credibility of message (compared to PR). Sponsorship sits in the middle.
See the savagely uncontrollable nature of PR and the consequences for Shell
If you like this, you might also like:
The Tactical Matrix – Choosing Which Tool – Owned, Earned or Paid Media
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