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56 | OPP AWARDS FOR EXCELLENCE Best Marketing Campaign Silver: Intelligent Partnership

What did Intelligent Partnership say in its entry form?

“International property development company, Ajensa, is constructing the fi rst Baglioni Hotel and Six Senses Spa in Africa. From inception, Intelligent Partnership was engaged to develop the strategic marketing campaign. It is a luxury boutique hotel and residential development set in 34 acres of parkland situated near to Marrakech Airport marketing to both upscale Moroccan and International buyers. The resort comprises 15 villas and was designed by Jade Jagger for Yoo (JJ4U). It combines traditional Moroccan architecture with contemporary design and will be the fi rst fractional luxury product in Morocco, winning the 2011 Perspective Magazine award for best Fractional Resort Worldwide. Our overall objective of the marketing campaign was to build a luxury brand that skillfully blended the partners brand guidelines and created global awareness of the Ajensa development. Ajensa, JJ4U, and the developments architects all worked closely with Intelligent Partnership to verify product mix and villa sizes and IP, in turn, provided a detailed market overview appraising local, regional and international markets to understand the macro-economic fundamentals driving demand for residential property. IP taking soundings from its distribution network, advised that the planned 7-bedroom villas be scaled back and,


What does Intelligent Partnership do?

Intelligent Partnership is a dynamic global real estate consultancy with a proven track record of delivering creative and cost-effective solutions to an extensive portfolio of clients. With a turnover in excess of £1 million and staff of eight, intelligence is at the centre of all their work. Viewing their clients as partners, IP’s approach sets them apart and shows they understand the industry not just the transactions. With a structured approach to managing projects, viewing them as collaborative undertakings, the firm aligns the interests and satisfies the needs of all stakeholders ... at every stage. IP says that it is careful not to start projects with poorly defined requirements and unrealistic deadlines. It focuses especially hard on the initial planning process to put together a credible and robust plan with realistic deliverables.

after IP fi nancial modeling, all project partners agreed that 4 and 5-bedroom villas should be progressed instead. IP was fully engaged in, and delivering, the fi nal site plan with GDV £30 million. IP worked closely with KPMG and FNTC, as did our partner, Valhalla Associates, to devise a structure fully protecting the interests of Residence Club owners through a separate asset- holding company where buyers of the product would be shareholders of the company – overseen by a Trust company securing owners interests. 10 club members per residence will be offered a rotational reservations system to ensure fairly-shared usage rights. Owners can choose to use their guaranteed weeks, rent their back to Baglioni or exchange a week within a luxury exchange programme through The Registry Collection. The project overview IP planned and executed took into consideration comparative and competitive analysis, projected

ROI scenarios, pension compliance, and purchase-related considerations including title insurance and extensive pre-sales preparation. To appeal to a truly extensive client base, IP delivered all collateral to the highest possible standard designing brand guidelines, an overall creative concept and brand icon, coffee table and volume sales brochures, plus a stationery pack and advertising template. We also provided architectural models of villas used at events and on displays, as well as high-quality CGI renders of the internal and external hotel and resort site along with onsite photography and a resort video. IP also developed a sophisticated blog, a twitter feed, a face book page and a YouTube channel alongside a teaser website, main website and an e-marketing strategy that included fl yers, newsletters, plus a brochure and download area for press and introducers ... complete with fi les and JPEGs |MAY 2012

available in high and low resolution. PR Management company, Luchford APM were instructed and managed by IP, as they executed a thorough lifestyle and global property campaign with a PR value of £2.1 million in one year, appealing to publications such as Harpers Bazaar, Financial Times, Conde Naste Traveller (Italy), Vogue (Germany) and Vogue Living (Australia) to name a few, reaching a circulation of 22, 086, 951. IP held four intimate pre-launch events at Baglioni Hotels during summer 2010 in France, Italy and Monaco with key distributors displaying the architect models and large CGI’s in frames which generated 100 HNW leads. The main launch event was also managed by IP event management including extensive research, format, location and guest list with a design team from JJ4U in order to maintain brand partner integrity. The event was held at The Baglioni Hotel London in October 2010 and was attended by 300 key infl uencers and decision makers with a press conference given by the key partners and coverage in The Telegraph and Hello Magazine, which generated a further 200 leads. The results of IP’s marketing strategy ensured a database of 600 key HNWIs, currently being managed by IP through a London-based onsite sales team. We have three villas with pending reservations, four fractional reservations pending and a possible eight package deal being negotiated to a private individual. All active leads generated are

managed by IP via a sophisticated and low cost in-house CRM enabling our company to monitor all distributor activity, lead generation, direct sales and unit availability. IP has also engaged 12 key introducers, including Knight Frank and Sotheby’s International.

The website receives an average of 3,500 hits per month with a registration of approximately 10 leads per week and we host weekly sales meetings with the sales and marketing teams as well as monthly client meetings for a sales activity report for onward presentation to Investment Fund. IP has a further small targeted

Marrakech | Intelligent Partnership put together the city’s fi rst big-scale luxury fractional hotel and resort propostition campaign

private events planned for this year in Marrakech, UAE and Gulf along with a plan to additionally optimise the website.”

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