media&marketing
Media& Marketing
BY
CHERYL MARKOSKY
The circus comes to Bellway
The child in all of us can’t resist a circus. Whether it’s rebellious thoughts of running off to join one or thrilling images of fire-eaters, stilt-walkers and clowns, when the circus comes to town we want to be there. Which is why Bellway Homes’ adventurous circus- themed marketing for Pembury Circus in London’s East End is wonderfully refreshing in a cheerful kidult way. Fleur van Gramberg, Bellway’s
marketing coordinator for the Thames Gateway region, says the idea sprang
from the name given to the area. Pembury Circus consists of a number of roads running off a circus junction in Hackney. “I took it one step further to go all out
with a traditional circus theme,” she explains. “The area’s quite quirky and young couples and professionals are our primary targets, so it was a good way to turn their heads and ask, ‘What’s going on?’” The launch was amazing, recalls van Gramberg, with fire-eaters and stilt-walkers in waistcoats, tails and tophats. A vintage popcorn maker
produced snacks and it was all “very old school” and fun. “There were 120 people queuing outside, so we had to put up crowd barriers. It was a great success, as we sold 48 properties out of 73 pre-launch and at the launch,” says van Gramberg. The circus leitmotif carried on in the show home, where circus props hung on walls, and to the actual design itself. And, the cream tone from the red and off-white circus colours is the hue that will be used in the development. More fun with circus performers can be found in the corporate image,
on the scheme’s micro-website, on a billboard mounted just off the A12 and in adverts in the Evening Standard, Metro and the local Hackney Citizen. Van Gramberg believes it’s
important to be ‘on trend’ and retro (there are several groovy vintage shops in the area) and to keep the circus refrain going. “It’s all about feeding ideas and
brainstorming with our agency, ThinkBDW, to create the right identity for a development and ensure continuity for the core idea,” she sums up.
showhouse January 2014 |
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