F&E’s Brett Gregory-Peake has taken on the role of Director of Project Strategy & Sales at celebrated architect and design firm yoo, in tandem with his position at the helm of Frank & Earnest. Brett has been working closely with yoo since 2007 on projects including The Baglioni Marrakech, The Beach Samui, and most recently The Lakes by yoo. At yoo, he will be involved in delivering strategic marketing solutions for the design agency’s clients, the aim being to add value, create stand out and propel sales in pursuit of project targets.

Since February, when the Agency won the brief to manage The Lakes’ 2011 marketing campaign, the team has been working closely with the development team to overhaul all communications tools and marketing assets.

Commenting, F&E MD Brett Gregory-Peake said. “At the time, there was a disconnect between the evolution of the project and the marketing activity. Four years since launch, the project had progressed significantly from its conceptual state to being a thriving community of like minded home owners; a luxury, serviced estate with over 40 built properties. Our aim to was to deliver a campaign reflective of the project’s true luxury and lifestyle values, whilst being efficient at connecting with the right audience and driving leads.”

The campaign was delivered through a series of platforms, including a new website and supporting blog. Shot by Jonathan Glynn-Smith, the photography has played a crucial role, bringing a sense of timeless luxury and demonstrating what life at The Lakes has to offer. It has shaped the advertising that, created & designed by the Agency has been planned across online and print media and features strongly in the new brochure.

Most importantly, the campaign has been highly efficient. A strong increase in web traffic has been recorded in the last 12 months and sales pace has risen despite challenging economic conditions. Giles Baker, Director at The Raven Group, the joint developers behind the project commented. “Frank & Earnest’s efforts and input have clearly benefitted the project since their instruction in Feb 2011, during which time we have seen a rise in sales conversions. They have helped us to stay connected with the right audience in today’s rapidly changing marketplace and deliver a compelling message.”

For more information about the project, please visit www.thelakesbyyoo.com

Following the invitation by Global Edge, the international property media portal, Brett will be speaking on the topic of ‘Marketing to the Russian Consumer’, taking from the Agency’s vast experience servicing the mixed-use resort model. Commenting, Brett said, “We cannot underestimate the relevance of the Russian market, which has been less affected by the economic downturn than the more traditional targets. They should no longer be considered an immature sector though; success depends on meeting expectations and delivering a high quality product.”