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.”

Following the success of our advertising campaign for The Lakes, our creative team has launched a new website for the development.  The design and functionality delivers a user friendly sales platform that fits with the project’s profile and clearly presents the offering. Creative inspiration was taken from fashion and lifestyle websites and photography from our photo-shoot was used to convey life at The Lakes.

Following a competitive pitch against agencies including Four Communications, the Agency has completed the ad campaign brief designing 4 new creatives for usage across the national media and leading print titles. The first ads ran in Sunday Times & FT on 29th May.

The ads were created following a photo-shoot in collaboration with Tommy Hilfiger and stylist Catherine Nieto, Junior Fashion Editor at Grazia. The imagery will feature across the new blog, website and brochure that we have also been briefed to deliver. The blog is now love at – http://www.thelakesbyyoo.com/news/.

The Agency has produced the resort’s new ad campaign following a shoot with celebrated photographer Jonathan Glynn-Smith, using a selection of owners from Vale do Lobo to illustrate the quality of life and pride of ownership. The campaign is running across the FT, Sunday Times, Daily Mail, GQ, Tatler, House & Garden, Vogue and Country Life.

The Agency is currently working on a new brochure for the developer and our associates Lansdowne RE who have the sales mandate for Vale do Lobo.

The Agency has won a competitive pitch to fulfil a new marketing campaign for The Lakes by yoo project, located in the Cotswolds. The exclusive development, a collaboration between The Raven Group and design house yoo has planning for 210 waterfront & woodland in an idyllic lakeside setting.

Having built & sold 40 properties since launch in 2007, The Lakes by yoo team have engaged F&E to create a new ad campaign and marketing collateral including website, blog and brochure, due for delivery in May. An initial teaser campaign is currently running across the national press in the Sunday Times, FT, Saturday Telegraph & Evening Standard.

Working in collaboration with leading international property sales specialists Lansdowne RE, the Agency has been instructed on the sales & marketing campaign for the project in the UK. Led by Harry Lewis (LRE) and Brett Gregory-Peake (F&E), the win follows the production of a detailed strategy for 2011 which the coalition team presented in Dec 2010.

The Agency has been briefed to deliver the project’s marketing assets including a national ad campaign. Vale do Lobo is one of Europe’s most established developments, where properties start from approx €2 million. www.valedolobo.com

The Agency has been signed by the Four Seasons to source leading luxury retail brands for their new resort and hotel in Marrakech, which opens in June 2011.

Commenting, Frank & Earnest MD Brett Gregory-Peake commented, “We are currently in talks with a selection of international names and aim to have a mix of brands that fit with the profile, interests and requirements of residents and guests expected at the hotel. Certainly, Marrakech is now a highly sought after destination and demand for these brands is long overdue.”