Wates Residential – Daedalus Village
WHAT WE DELIVERED
Brand identity and personality
Marketing support collateral
Brand launch communications
DAEDALUS VILLAGE – LEE-ON-THE-SOLENT
The chances are you haven’t heard of Lee-on-the-Solent, a small and sleepy South Coast town. It’s only claim to fame is that it’s where the Hovercraft was invented and is now home to the Hovercraft museum. The only other notable feature is the presence of the airfield. Formally the Royal Naval Air Station Daedalus, it was the launch pad for many wartime missions over enemy territory and then a training facility for the Royal Navy’s aviators. More recently the airfield hosts private aircraft, and is the base for the Spitfire experience flights which give people the chance to experience a ‘pilots-eye’ view of the south coast in this iconic aircraft.
In 2018 Wates began work on the southern end of the airfield to redevelop much of the area into new homes. With it’s easy commuting distance to Southampton and Portsmouth the development has a large and well populated catchment area, and the mix of product appeals to a wide range of buyers, with the affordable market being sold under through Radian Homes.
We were tasked with creating a bright and engaging brand identity that would position the development and provide a platform to support the development over the three-year selling cycle with communication targeted at lead generation. We also created a sales presence and marketing suite for customers.
The communication campaign, targeted at lead generation, has traditional print media, micro-sites, pay-per-click, social media and an email marketing campaign. A year after the launch the marketing has exceeded lead generation targets and sales are currently ahead of schedule.
We created a comprehensive brand identity manual to ensure that a cohesive communications programme through the lifespan of the development
An ongoing social media campaign has helped to generate a flow of leads. Multiple campaigns were created to target different potential audience groups. Each campaign was measured and tracked to make sure we could increase engagement and response rates and develop new and more effect campaigns.