A Picture Says a Thousand Words
Securing national media coverage with a picture-led story for a new property Lookbook
With the COVID-19 pandemic putting live events on hold, and in-person encounters impossible, the team at The Luxury Property Show needed to find a way to keep its target audience of high-net-worth individuals interested in property. In order to provide potential buyers with valuable, relevant content, the company worked with its real estate contacts from across the globe to put together a digital, downloadable Lookbook, featuring a collection of the most opulent homes for sale around the world.
The Lookbook was circulated to The Luxury Property Show’s database and grabbed the attention of the event’s existing audience. However, the company also wanted to reach new, prospective customers in order to build its database and brand awareness ahead of next year’s event.
7Pieces of national coverage
How We Helped
We know that picture editors are always looking for fantastic, eye-catching imagery to fill their pages. So we set about creating a picture-led story, using the most impressive and unusual properties from the Lookbook.
We carefully selected 12 properties from the Lookbook that offered the most media appeal –those that were quirky or particularly expensive or lavish. From here, we created a press release including photos and interesting details about each of the properties, positioning the story as a sneak peek of the Lookbook. We included a link back to the Lookbook within the story, encouraging readers to discover more incredible properties, ensuring traffic was being driven to the website and downloads were continuing to increase.
The press release was shared with national, luxury and property press in order to reach The Luxury Property Show’s target audience of high-net-worth individuals. By leading with strong imagery of all the properties, we were able to target picture editors as well as those writing about properties and investments, offering us a stronger chance of coverage within the national press.
The campaign was successful in reaching an incredible 121.1 million people, with coverage in 22 media outlets including Mail Online, The Sun, House Beautiful, Yahoo and The Luxury Report.
By securing coverage in both widely read national papers and more targeted luxury and property press, the campaign was successful in getting the brand and key messages in front of high-net-worth individuals and potential property buyers, no matter what they were reading. With millions of individuals reached, we successfully achieved our goal of raising brand awareness. The activity also led to an unprecedented spike in traffic to The Luxury Property website, as well as downloads of the Lookbook, as several of the national online media titles included highly sought after links back to the site. What’s more, because the Lookbook required downloaders to enter their details before accessing the content, the activity was successful in growing the company’s database with targeted, relevant individuals who are proven to have an active interest in luxury homes.
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Pieces of coverage