ICG Public Relations. Full Service PR Agency Preston

the "sell our prestige properties" challenge.

Challenge
When Cumbrian Homes turned a rare 'Calendar House' in Carlisle into 12 luxury apartments, they needed to recoup their investment quickly. Having worked with ICG before, Cumbrian Homes selected us to help find potential buyers and generate sales for Holme Eden.

Discuss
ICG's creative team visited the property for inspiration to develop an effective creative strategy that would generate column inches and sales for the firm. We also spent time researching and reading all the available information and historical documents relating to the property and its location so that we could provide a vivid flavour of its atmosphere in our press materials.

Solution
For a property as unique as Holme Eden – we knew that something special was required. Working with ICG’s design team we created a luxurious press pack that reflected the property’s historical and cultural legacy and a CD of high quality images of the beautiful architectural detail, extensive grounds and the apartments themselves. Distribution of the press pack was deliberately limited and carefully targeted at high end, national and regional publications and broadsheet property pages.

Result
The results speak for themselves – The Independent, The Observer and The Sunday Times all featured Holme Eden in highly visible positions within their property sections. Several prestige regional lifestyle titles also covered the story using all the content rich information that ICG had provided to present the property as Carlisle's 'gem'. When Cumbrian Homes' phones started to ring, we knew we had met the sales challenge.