C-Matrix created and implemented a fully integrated marketing communications programme for the “Suurstoffi” development by Zug Estates, the largest residential and office development in Central Switzerland. The programme ensured the project’s acceptance, averted objections and enabled rapid marketing of the approximately 650 residential units and around 70,000 m2 of service space in the course of completion. The former industrial site in a C location was transformed into an attractive integrated development with an energy-saving energy network in a property in a B+ location and successfully positioned.
Key Objectives
“Suurstoffi” brought a high quantity of residential units and service areas onto the market in a short time, competing with other site developments in the region. These had to be positioned with the target groups in order to avert objections and to ensure timely and smooth marketing during construction completion.
Approach
C-Matrix developed an integrated campaign that introduced the “Suurstoffi” as a village within a village. The centrepiece was a comprehensive website that enabled a wide range of visualizations and information and familiarised visitors with the offers, leveraged by media work, digital communications and the marketing of the service areas.
Results
The benefits of the development were brought to the attention of the public. The first stage was completed earlier than planned. Interested tenants were quickly attracted. A leading pharmaceutical firm signed on as the anchor tenant, creating 400 jobs at the “Suurstoffi”. This provided the foundation for the ongoing development of the area.
Interested in an effective communication strategy? We’re happy to advise you.
+41 43 300 56 56