To increase visibility and lead generation for a unique, 25-hectare mixed-use development which includes upmarket residential homes and commercial sites (offices, retail). To simultaneously increase the foot traffic through the estate’s event/wedding destination based around the estate’s historic manor home and a thriving, working fruit farm. To come up with a cohesive overarching brand campaign that encapsulates the heritage and lifestyle USPs of the brand and attracts a committed, high-end clientele to both the venue and the property development as committed, long term investors.
The Wirth family has been the custodians of Nooitgedacht, one of South Africa’s oldest established farms, for over a century. We wanted an evocative golden thread and interactive narrative to tie the Wirth family story together with that of those who might potentially choose to invest in and reside at the estate. We thus developed a “Join the Story” campaign, rolled out across all channels with a new look and feel in keeping with the estate’s ‘small village’ lifestyle offering, as well as launching a comprehensive and targeted international digital campaign and PR drive. Consumers are made to feel part of a special and unique heritage and to align their life story to that of the Nooitgedacht Village philosophy. They ascribe to a lifestyle vision that allows for the creation of an old world values-based community comprised of like-minded neighbours enjoying a unique experience in a world-class setting.
A more cohesive brand identity with consistent and highly integrated and interactive cross channel brand messaging has resulted in substantially increased property sales of residential phases, as well as a doubling of the foot count through the wedding and events venue per annum. In a highly competitive market, 7 residential phases have successfully sold out during 24-month campaign roll out, with another 3 phases currently in development. Our campaign has improved overall market perception and increased international brand visibility for Nooitgedacht.
Campaign roll out for next residential phases as well as commercial hub. The final vision is for Nooitgedacht to exist as a largely self-sufficient entity catering for residents’ primary lifestyle requirements.
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