We needed to dispel the myth that the area surrounding Melville Street was a good place to live as the area was better known for offices. Also, there were some large lateral apartments and paying £1.5M for an apartment in this part of Edinburgh seemed a high price to pay.
The brand positioning was focussed on easy living – from the location being easy to get to all the best amenities Edinburgh has to offer; to the very modern interiors. We encapsulated this with the idea of ‘picturing yourself’ living here and the ‘picture this’ branding device held the marketing together.
With all apartments sold the new owners can no longer have to picture themselves living there as they fortunate to do so.
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