Carter Jonas are a well established property agency, traditionally well regarded and established as a land agency in Yorkshire and the North. As well as this heritage however, they have also had a presence in London for the last 10 years but have been viewed as newcomers within this market.
We were given the brief of developing a communications campaign that would carefully balance their heritage with a more dynamic and ambitious personality in order to combat this perception and present a more sophisticated approach to elevate their positioning.
Our resulting campaign was rolled out nationally and extended to direct mail and internal communications.
The creative focussed on Carter Jonas’ key defining qualities of passion, heritage, local knowledge, people and communication skills. The visuals utilised personalised key symbols within silhouettes to reflect the headline messages and generate an extension of the existing brand elements.
The campaign had an extremely positive response, leading to the acquisition of new lettings and clientelle and achieving exactly the level of market positioning Carter Jonas desired.