Luxury Living Across the Irish Sea
International PR is very much our cup of tea, and we’ve been lucky enough to spread our wings and work on projects across the world, from luxury condos in Florida to penthouses in the shadow of Mont Blanc via unique towers on the Sri Lankan coast.
One of our most recent excursions took us to Dublin, a city known for its love of live music and a certain black-and-white stout. However, the city is steadily becoming famous for its booming business scene, which is attracting a new wave of international clientele looking for a place to settle in the city. To meet the growing demand, leading developer Chartered Land begun work on Lansdowne Place, a high-end development that would set the bar for luxury living in the country.
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Lansdowne Place has become a landmark residential development within the Republic of Ireland, setting a new standard for international living in Ireland, providing a unique opportunity to own a property in an unrivalled premier location. The developer Chartered Land’s aim was to create a truly original development, orchestrated by a world class team and offering unprecedented amenities, services and a lifestyle at a level matched by only very few developments across the globe.
Having undertaken a successful domestic launch campaign that saw over €100 million of sales, as well as breaking the record for the most expensive penthouse ever sold in Ireland, Chartered Land wanted to showcase its exceptional residences to international purchasers. The challenge was to highlight that investors were not the key target market, instead of international business people with a presence in the city, expats or those with links to Ireland looking for a statement address in the Irish capital.
Chartered Land initially wanted to target the UK, specifically Irish expats looking for a ‘home back home’. We arranged a press trip with a group of high-profile journalists to show them around the purpose-built marketing suites, whilst also experiencing the sights and sounds of the city of Dublin.
Following the trip, we specifically targeted titles that were known to have a strong readership, especially amongst the Irish diaspora.
At the end of the UK campaign, Lansdowne Place had featured in every major national UK newspaper, as well as a host of luxury lifestyle magazines, online portals, and property-specific titles.
Across the entire UK campaign, we achieved:
- Over 30 individual articles
- Coverage in titles such as The Sunday Times, The Telegraph, The Times, Mansion Global and City AM
What We Learnt
To identify where the client will gain the best traction, understand the media that is being targeted and its typical reader demographic. This was of vital importance to this particular brief, which targeted a highly specific market – Irish diaspora and international investors.
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