CASE STUDY: THE BAHAMIAN RIVIERA
Harrods Estates supported the pre-launch marketing of this stunning 400-hectare, $3.5 billion Baha Mar resort, gaming and entertainment complex, with an extensive in-store marketing campaign at Harrods luxury department store.
Harrods Estates Director, Shirley Humphrey and her marketing team produced a tailor-made campaign for Baha Mar. A bespoke window concept was created, taking over an entire window bay on the main Brompton Road entrance of Harrods, for a period of six weeks. Various advertising displays within Harrods were booked to highlight the walk-in window and drive store visitors to sample the experience. A 3D scale-model of the development provided the center-piece and a walk-in window design enabled visitors to step into the window and learn all about the luxurious Baha Mar resort. A dedicated team of Harrods Estates staff were provided to work in the feature window for the duration of the campaign to provide a one-to-one service with all enquiries.
A Press Day was coordinated, with key journalists invited to a breakfast presentation and meet-and-greet opportunity which proved extremely successful. In addition, an invite-only evening event was coordinated with a Champagne reception, Presentation and Q & A session. The exclusive guest-list was sourced through utilising the prestigious contacts known to Harrods Estates, By Appointment (Harrods personal shopping service) and The Studio (Harrods interior design service). The digital marketing plan included a Home Page take-over, solo-feature newsletter campaign and social media coverage by Harrods Estates. On completion of the in-store launch campaign, the marketing activities continued online with the full display of the unit listings.
If you are a developer interested in discussing future bespoke marketing opportunities with Harrods Estates, please contact Harrods Estates Marketing Manager, Nicola Clark: email@example.com or call +44 (0) 20 7173 6412.