Destination marketing for a Garden Village in Wiltshire
Driving higher values in north Swindon, creating a sought after new destination brand to leverage the garden village principles and set best practise for similar future Crest Nicholson placemaking schemes.
The development bordered an existing new build in the north of the Swindon, a town that has seen copious new developments over the years and widening credit issues. We had to create an aspirational brand that pulled on the consumer trend towards New Ruralism, whereby our brand's values would be steeped in rural living, community and a sense of place. The benefits of Garden Village principles including excellence in design, provision of open space and community facilities; such as allotments, all had to be promoted to a wider catchment of buyers, who would be less price sensitive.
This scheme has provided a foundation for Crest going forward and given the sales teams the confidence to dual outlet within the development, selling different product designs to different demographic tribes. Traditional Arts & Crafts sell to many families and young couples, whilst the contemporary product has been pitched at discerning downsizers wanting to rightsize. The brand has been used within the landscaping and street furniture as a legacy and has built tremendous brand value within the local market.