Cohesive marketing for luxury apartments
November 26, 2015Digital Tsunami offers an extensive range of solutions. It is rare that a client requires ALL these are delivered within a single project, however recently this was the case.
In July, founder of Digital Tsunami and veteran marketing professional Andrew W Morse, was commissioned as Creative Director for the promotion of 168 luxury apartments in Yinchuan, China. His responsibility was vision and strategy for the launch of this exceptional property.
Master Residences Yinchuan is an exclusive residential precinct in northern China. The capital of the autonomous Ningxia region, Yinchuan is the seat of the Hui people, adjacent to Inner Mongolia, and a key stop on the Silk Road, which was the ancient overland trade route between Europe and the Orient. This has become even more important as Beijing implements the ‘One Belt, One Road’ policy (acronym: OBOR).
The three towers of the Master Residences Yinchuan exemplify the best of East and West. Sinuous curves on the exterior pay homage to the shifting sand dunes of the surrounding desert. The technology throughout the site is global best-of-breed, with 66 suppliers from around the globe contributing their expertise and superlative products to make these apartments among the most contemporary and innovative residences in China today.
Within four months, an international team produced a comprehensive range of bilingual advertising materials, marketing collaterals and premiums, including:
- branding, brandline and identity
- computer graphics
- city, precinct, exteriors and interiors
- copywriting (English and simplified Chinese characters)
- online
- dual responsive sites
- mobile site compliance
- photography
- premiums
- a debossed leather notepad and branded executive pen in a presentation case
- a luxury branded carry bag
- press
- a double page press ad
- print
- letterhead and envelopes
- a presentation folder
- a diecut foiled invitation card, metallic paper envelope and hand stamped wax seal with silk tassel
- a bilingual retractable banner
- dual language 4 page datasheets
- bilingual 48 page softbound booklet
- bilingual 106 page hardbound owner’s book
- bilingual 248 page hardbound technical book
- video production
- 4K aerials
- three bilingual videos
- a printed video ‘book’ with auto-playing integrated video screen
To accurately reflect the extraordinarily high standards of the property, an uncompromising quality of all marketing materials was imperative. Together with the client Master Real Estate, and team at graphic design house Yaean Design, Shanghai, the design and production of all print materials was of an exceptionally high standard. Spot UV was often used to add subtle but distinctive branding.
This project is a perfect example of the production of a cohesive marketing campaign across all digital and tactile media. The experience of the team at Digital Tsunami was perfectly suited to ensuring a consistent implicit and explicit message throughout all online and offline touchpoints.
Contact Digital Tsunami today to discuss the ‘Communications Evolution’ of your brand.
From Our Clients
I have enjoyed working with you on this important project and have been particularly impressed by your company's professionalism. The speed and accuracy of your work has been first rate and your creative input has been instrumental to the success of the project.
The team at Digital Tsunami was incredibly responsive, delivering a solution well ahead of deadline. Their technical knowledge was exceptional, they were innovative, and they were very meticulous. What's more, they understood my business and technical requirements and translated them into a user-friendly, refined, professional site which is conceptually simple and cohesive.
Digital Tsunami’s work for Leighton International has been of an extremely high quality, highly responsive and flexible in approach. Andrew and his team worked with us to understand our needs and find the most appropriate solutions.
Service delivery is precisely what was asked, while respecting deadlines and budget constraints. Digital Tsunami are very good value for money, particularly for quick wins without long pre-planning project phases.
Thanks to you and the Taishan production crew. Andy and the rest of the team were outstanding. Their professionalism was evident the entire time and they seemed to build a nice relationship with the factory employees, which led to a real spirit of cooperation. My sincere thanks for a job extremely well done.