Selling dream homes through an aspirational magazine for Berkeley Group
Challenge
Develop an overarching publication to reinforce Berkeley Group’s core values while stimulating interest, excitement and enquiries across its entire portfolio.
Solution
Striking the right aspirational chord with our target audience, while subtly weaving in the quality and desirability of Berkeley developments, is key to our approach. Features such as ‘A Home with Heritage’, which reveals historical events linked to a Berkeley property, and ‘Calm Waters’, an entertainingly erudite discussion concerning the benefits of living by lakes and rivers, neatly tie-in specific Berkeley addresses to engaging and thought-provoking themes.
Solution
Striking the right aspirational chord with our target audience, while subtly weaving in the quality and desirability of Berkeley developments, is key to our approach. Features such as ‘A Home with Heritage’, which reveals historical events linked to a Berkeley property, and ‘Calm Waters’, an entertainingly erudite discussion concerning the benefits of living by lakes and rivers, neatly tie-in specific Berkeley addresses to engaging and thought-provoking themes.
Results
Copies were distributed to prospective Berkeley homeowners and also placed worldwide in prestigious locations, from luxury 5* hotels to first-class airline lounges and luxury spas, to successfully reach a global High-Net-Worth audience.
