In a market saturated with ‘stunning luxury’ residential apartments, Ballymore Properties required their flagship development in London’s Docklands to stand apart from the competition. Most other developments referenced their waterside location in their name and brand positioning (exemplified by a plethora of suffices such as ‘Dock’, ‘Quay’, ‘Harbour’ etc.). Given Ballymore’s aspirations to reach an international high net worth audience (either already working in the Canary Wharf business district, or resident abroad) a more definitive approach would be required.
Totality was asked to create the name, brand identity and all components of a campaign marketed world-wide to potential investors and owner occupiers.
The name Pan Peninsula and the resultant brand identity was borne out of a strategy that sought to position the building on the world stage.
The name itself indicates the location of the building on the Isle of Dogs peninsula, but the brand intentionally seeks to re-interpret for a contemporary audience, an era synonymous with the early days of world travel, ocean liners and airlines. To create an international appeal, Pan Peninsula needed to present itself as a luxury brand that would resonate powerfully with the target buyer. This approach was brought to life through an integrated campaign that included the creation of a 70-page lifestyle magazine called ‘Above’, a website, staff apparel, film, radio, outdoor, press and digital advertising.
The scheme achieved an unprecedented rate of sale and record £ per sq ft for the Docklands area. The campaign was judged ‘Best Marketing Campaign’ as well as Overall Winner at UK Property Marketing Awards 2005. A final marketing campaign to coincide with the completion phase of the building was successfully concluded in 2010.