As the last great development site in Manchester but facing stiff competition from surrounding schemes already mid build or near completion, Crosby Lend Lease required a marketing strategy that would quickly gain traction and establish their development at Potato Wharf at the forefront of the Manchester property market.
The proposition had to be different to other property marketing as this was the last truly great development site in Manchester's city centre. The campaign was based on the concept of 'MADE FROM MANCHESTER', the heritage, culture, energy and soul of the North's capital created the perfect platform for the brand.
The 'MADE FROM MANCHESTER', campaign rooted the development in the heritage, culture, energy and soul of the North's capital and created the perfect platform for the brand. Developed further by naming each building after Manchester's forefathers, gave the development a further link back into Manchester's rich legacy. Subsequently the marketing strategy for Potato Wharf reflected the trend leading style, forthright individuality and an inimitable attitude that made Manchester what it is.
Developed further by naming each building after Manchester's forefathers gave the development a link back to Manchester's history.
Potato Wharf's campaign reflects what made Manchester, both in the past and today - trend leading style, forthright individuality and an inimitable attitude.