The Gateway consists of 320 apartments set around a private landscaped podium garden/courtyard and is within walking distance of Chiswick High Road and Kew Bridge Station.
Great places are made by great people
Given the development’s location we proposed calling this site The Gateway; reflecting its position as a Gateway to West London, rather than associating it with any one particular location.
The W4 postcode was an integral part of the logo and a focal point, rather than an address beneath it; W4 is well recognised as Chiswick – a desirable and aspirational address.
The marketing then capitalised on this location, in particular the area’s abundance of small shops and local businesses that give the area its character.
Using the line, ‘Great places are made by great people’, the advertising and marketing (including a series of short videos for use on social media) featured real locals including a florist from Wheelers Flowers, the owner of The Old Cinema antique shop and a rower from the University of London Rowing Club.
The use of the local businesses resulted in a high degree of social media interest and PR coverage and raised the profile of the development significantly. The scheme had a successful launch from an on-site marketing suite - a ground floor commercial unit that was designed and fitted out by ThinkBDW. Both sales rates and values continue to meet targets.