The site of the AZ Sint-Maarten hospital in Mechelen is being transformed into a new neighbourhood with highly varied housing. But how can you familiarize potential buyers with seven new buildings, 95 units, a rotational car park, a new street and a neighbourhood park, where you can live in an apartment, penthouse, duplex or townhouse – with views of either the canal, the park, the residential street or the city – topped with a new hotel, retail and offices? In other words, how to market a completely new neighbourhood?
The broader the impact of a project on a city or district, the broader (and earlier) to start communicating. That is why we worked closely with project developer Ciril, the city of Mechelen, Polo architects and the real estate agents from the very beginning. We involved everyone throughout the process, from finding the new name to on-site communication, press coverage and neighbourhood communication.
To name the project and the various new buildings, we involved the neighbourhood and started from the unique family history of the public hospital, founded more than 100 years ago by the Peeters family. Based on interviews with the family members, we were able to map that history and integrate it into our branding, honouring the folksy character of the neighbourhood and delivering extra press attention for the project.
We brought the various advantages of the project together in a lively portrait of a modern residential area surrounded by greenery, with the possibilities of the city and the warmth of a cosy neighbourhood. The launch was split into 3 parts, so that we could gradually introduce interested parties to the different characters of the buildings and the varied living experiences of Maarten.
The entire project was also extensively explained in its own Maarten Magazine, filled with interviews and articles about architecture, design, culture and the good life in Mechelen – and distributed in 6000 copies at interviewed restaurants, shops and coffee bars. With the help of these ambassadors, an extensive dedicated website, sales brochures per building and well-timed newsletters, phase 1 sold out within a month and phase 2 reached 80% even before demolition works started… Ready for phase 3!
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We relied on brandstichters from start to finish to help market this new neighbourhood. They thoroughly immerse themselves in our projects and understand perfectly where to take them. Our first phase sold out immediately!
Director Marketing & Strategie