Fully Integrated, Innovative Marketing Campaign
When Arsenal Football Club demolished its old stadium at Highbury and created a community of 650 contemporary apartments and penthouses, it turned to ThinkBDW for a fully integrated, innovative marketing campaign.
Such a unique scheme required a vibrant, distinctive identity in order to establish its prime position in the competitive north London market and sell these stunning apartments off plan.
The original name for the scheme was Highbury Square. However, we knew we needed to capitalise on the site’s rich heritage – not to mention its outstanding features such as a two acre communal garden created from the former football pitch. The name therefore changed to The Stadium, with the marketing proposition ‘A once in a lifetime opportunity’.
All of our high-specification marketing materials made use of then current Arsenal players and manager Arsene Wenger to promote the scheme, with high impact national press, radio and poster advertising, website and brochures just some of the tools used during the campaign.
Record Prices Per Square Foot for North London
The Stadium was launched in Hong Kong and Singapore to great success, followed by a UK launch from the ground itself which saw potential buyers queuing outside the ground. The first UK purchaser was actually a Tottenham Hotspurs fan!
This landmark scheme performed well in advance of its sales forecasts, achieving record prices per square foot for north London and selling out without the need for a show apartment.