In previous years, the campaign has focused on the practical gains of buying a new home, but this year we decided to highlight the blank canvas that buyers enjoy. So, we injected a splash of colour and general fabulousness into the proceedings and enlisted the help of well-known interiors stylist and lover of bold designs, Sophie Robinson, for this year’s integrated PR and digital activity.
Illustrating the pure delight that buyers can experience as they transform their new place into a home, Sophie shared her style inspiration for new-build homes specifically in three films targeting our audiences of first-time buyers, families and ‘right-sizers’. With tailored advice for each group, Sophie revealed her decorating tips and insight into the fantastic opportunities new homes provide to refresh your style and relish the freshly decorated space. This engaging content was shown on the New Homes Week website and teased on social media, where the huge range of new homes available up and down the country were showcased. The press campaign also featured research supporting our messaging and revealing that 69% of buyers can’t resist the draw of no DIY and a blank canvas.