Chester-based Blacksheep has created a campaign for the Dream Lodge Group to launch the Group’s new Linnet Lodge, which has been exclusively designed by celebrity Linda Barker.
The Dream Lodge Group targets the over 50s market, providing deluxe holiday and residential homes situated in beautiful parks in Cornwall, East Devon, East Sussex, West Wales and the Lake District.
The new Linnet Lodge by Linda Barker is the Group’s most contemporary offer and Blacksheep’s launch campaign has been designed to reflect the aspirational aspects of the Lodge whilst also highlighting Linda Barker’s personal, hands-on involvement in the project.
The agency has produced a brochure that promotes the high specification interior of The Linnet Lodge and follows Linda Barker’s design journey, from choosing furniture, fabrics, lighting and accessories through to creating a stylish and contemporary yet comfortable living space.
A series of full colour press advertisements has been designed to run across national newspapers and consumer lifestyle publications including the Daily Mail, the Telegraph, M&S, Country Living and SAGA magazines and high impact posters will promote The Linnet Lodge by Linda Barker within all the Dream Lodge Group’s parks and key supplier exhibitions.
Blacksheep’s Client Services Director, Kate Jones, comments, “The Dream Lodge Group’s target customers have a high disposable income and the Linnet Lodge by Linda Barker would be their second residence. It is a top of the range lodge that can be set in any of the Group’s beautiful parks and it comes fully furnished with all mod cons, featuring Linda’s own bespoke contemporary designs.
"Our campaign works really hard to illustrate the exclusivity of The Linnet Lodge whilst also highlighting its accessibility to the target audience, ultimately enticing the potential customer to purchase with total peace of mind.”
The Dream Lodge Group’s Operations Director, Chris Proctor-Smith, adds, “From the outset Blacksheep demonstrated a very clear understanding of our objectives for The Linnet Lodge by Linda Barker. Linda is a highly respected yet down-to-earth designer in whom our target audience has complete confidence and Blacksheep’s campaign exploits this through offering customers a personal invitation from Linda to take a tour of the Lodge.
"The overall approach is highly effective as it showcases The Linnet Lodge through the eyes of the celebrity who designed it, helping to reinforce its exclusive yet intimate appeal.”
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