The challenge was how best to maximise the sales value of the site in a difficult market
Ham Yard was a golden 'development' opportunity to regenerate an under utilised but prime location in the heart of London’s West End, close to Piccadilly Circus and Shaftesbury Avenue. Allsop was appointed by the Vendor to manage the sale of this freehold site. Given its location, selling it was never going to be a problem. The challenge for Allsop was how best to maximise the sales value of the site in a difficult market.
Response recommended that the client cast the marketing net as wide as possible so as to generate interest from both UK developers known to Allsop's but also from overseas developers encouraged by a favourable sterling rate. In addition, Response recommended a multi-channel campaign to build fast awareness of the opportunity, create an excitement around Ham Yard and the need to respond quickly so as not to miss the opportunity. Interested parties were given a deadline to submit their sealed bids. Press advertising was run in both trade and International titles and this advertising was supported by an e-marketing campaign, targeting key real estate 'movers and shakers' across Europe. Respondents were directed to a dedicated micro-site and given the opportunity to register their interest, and to receive their information pack.
- Sector Property Development/Investment
- Services Advertising, Media Buying, Brochure Design, Web Design & Build, E-Marketing, Photography, Video