M Avenue is the ‘working title’ for a luxury development in Marrakech comprising a boulevard featuring international fashion retailers and restaurant brands, galleries, private residences and commercial space, complete with service from one of the world’s leading hotel resort operators.

The team are engaged to conceptualise the space and attract the right brand and occupier mix to the project. Working in close collaboration with the upcoming FT event in the Four Seasons, we are organising a breakfast panel on the subject of the ‘Democratisation of Luxury’ with some renowned speakers a luxury business figures. Commenting, Brett said “Following the city and indeed Morocco’s development into a leading tourism destination, there is now significant demand for the services and brand access that we take for granted across Europe and even other emerging territories.”

Brett has accepted the post of ‘Head of Strategic Services’ at Adoreum Partners, the business development agency founded by Rob Hersov & Marcus Watson. Fulfilling the role in tandem with responsibilities as MD of Frank & Earnest, Brett will provide the Adoreum’s clients with strategic marketing advice, support development of the agency’s internal marcoms capability and lead property related accounts.

Adoreum Partners provide clients in the luxury, lifestyle and wealth management sectors with networking and sales distribution platforms that create direct access to qualified prospects. Operating from Adoreum Partners offices, Brett can be contacted at brett@frankearnest.com.

Following our participation in the Russia Summit in Nov 2011, we have been formalising relationships with key partners across the former USSR. Wealth appreciation in countries like Kazakhstan has created significant demand for traditional and reliable markets including London, Paris, the south of France and key European alpine destinations in particular.

Commenting, F&E MD Brett Gregory-Peake said,”We are committed to finding the right buyer mix for our clients and this requires access to new territories with reliable demand.”

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.