Tri-Direct, the direct response specialist, has won the pounds 2m
media planning and buying account for Westbury Homes.
Tri-Direct took over the account on 1 May and is currently working on a
strategy. It is known, however, that the push will consist of
highly-targeted regional campaigns throughout 40 counties in England and
Wales.
Tri-Direct has been briefed to identify and target prospective
homebuyers around each of Westbury's 130 development sites around the
country.
Information gathered from media owners, Westbury's customer and sales
data, and lifestyle data coupled with information gleaned from
Tri-Direct's local information planning system (LIPS) will be used to
create a targeted media campaign.
Tri-Direct will use LIPS as the basis for the media campaign by
'drilling from the bottom upwards' - researching the consumer before
examining the media.
The brief also includes providing Westbury with forecast research in the
primary stages of the land-purchasing process. This will enable them to
target future development sites, by using geodemographic and lifestyle
information.
Sarah Oliver, marketing manager at Westbury, said: 'We focus our
advertising on customers' needs, specific to the regions in which we are
building.
Tri-Direct was the natural choice, as it has the expertise to tap into
the UK's many diverse regional communities.'
Tri-Direct won the account after a three-way pitch with property
specialist agency Space and Time - the incumbent - and BHA. It is
Tri-Direct's first move into the property market.
Operations director Andrew Higgs, who will oversee the account, said:
'Both Tri-Direct and Westbury are highly innovative and we are looking
forward to combining our knowledge of implementing local and regional
multi-media campaign planning.'
According to MMS, Westbury spent its pounds 4.5m media budget across
press, outdoor, and radio.
Tri-Direct was founded in 1989, and has a range of clients including
Alliance & Leicester, Prudential Direct, BSkyB, and MTV.
_1.jpg)
.jpg)