Advertising campaign for Land Aspect

CONTEXT

Land Aspect, the major player of Saint-Petersburg suburban real estate market, entered the market in spring 2009. At the same time the company marketed two offers: 1) VIP class land sites in Repino-Leninskoye housing area, with mains available, without construction contract; 2) Economy class land sites at 34 km of Primorskoye Shosse on the shore of the Gulf of Finland.

OBJECTIVE

Develop an advertising campaign for elite land sites intended for all-season cottage houses construction. The sites have full range of mains and are located in the prestige Repino-Leninskoye region.

The second advertising campaign was targeted at promotion of economy class land sites: suburban real estate positioned as a summer residency with basic mains available.

SOLUTION

The idea of the advertising campaign is to express that a land site in Repino-Leninskoye is not only a privately owned land in the best region of Saint-Petersburg region. It is also an opportunity to live in the noble recreation area, well-acknowledged by Petersburgers and having fully developed social surroundings and history.

The idea of the advertising campaign for economy class land sites is to break the formula established in suburban real estate market and stating that land sites along the shore of the Gulf of Finland is only a pleasure for the rich.