Hamptons International, one of the UK’s premier residential estate agencies, has launched a new-look corporate campaign – ‘Beyond Your Expectations’ – to communicate the lifestyle-led decisions behind searching for a home. The campaign will use a selection of customer-focused creative routes to raise awareness of the Hamptons International brand through the national media and across online platforms from April 2010.
The creative approach for the ‘Beyond Your Expectations’ campaign symbolizes a new direction in advertising for a residential agent. Each concept focuses solely on the expectations of customers during the home search process in place of the more traditional industry advertising focusing on the strengths of the agent.
The campaign aims to communicate the motivation behind looking for a new home as a personal, lifestyle-based decision which turns a house into a home. Each of the creative concepts conveys the strong message that Hamptons International goes beyond the expectations of customers at every stage of the home search process. The campaign also seeks to integrate different business disciplines across Hamptons International.
Jane Jorgensen, Head of PR and Marketing at Hamptons International said:
“Hamptons International is a major player in residential sales and lettings in both the UK and overseas and as such, we are continually re-evaluating how we speak to our customers. In the case of our new corporate campaign, our aim was to take note of customer feedback and create an alternative to the traditional advertising in the estate agency sector which works to raise awareness of our brand.
What makes the campaign stand apart is the change in focus from what the business can offer the customer to what the customer wants from the business. We have researched, understood and reacted to what motivates our customers during their property search.”
The campaign has been rolled out in national media titles, including The Times and the Observer, as well as online media platforms such as Telegraph.co.uk and Timesonline.
Jane continues: “As with the launch of our iPhone application earlier this year, we are always looking at innovative ways to communicate with our customers. I’m confident that the new campaign will help convey how Hamptons International goes beyond the expectations of its customers at every stage of their home search.”
For media enquiries please contact:
Kate Tulip, Press Officer, Hamptons International, 020 7758 8405 tulipk@hamptons-int.com / Twitter: twitter.com/HamptonsPR