YTL
Corporation Berhad
The work we’ve done for YTL Sentul
is an excellent example of an integrated
communications campaign that harnessed
all aspects from print, TV, radio, PR,
CRM to events, road shows and exhibitions.
Background
YTL was about to embark on a project
to develop residences in Sentul, which
was formerly a railway dockyard with
an unsavory reputation. Not surprisingly,
Sentul in the minds of the average Malaysian
was not the most desirable residential
location to say the least. We were faced
with a huge task ahead of us even before
we could advertise the launch of the
residences.
What we did
We proposed a 3-step brand building
campaign with a believable proposition-
2 ways of living. One inspiration.
Step 1
Romanticize Sentul as a location by
focusing on the ambiance that once was
part of Sentul through the “Life
in Sentul” TV, print and a PR
campaign.
Step 2
Give a distinctive personality to the
areas that were about to be developed
on both sides of the former railroad:
Sentul West, a cosy, family oriented
site for play, picnics in the park and
relaxation. Sentul East, a more trendy
and vibrant part of Sentul - cappuccinos,
work and curry puffs. “2 ways
of living. One inspiration”
Step 3
Launch of the first development, the
“Tamarind”, print, PR, CRM,
outdoor, sales office showcase, events,
brochure, sales video, and direct marketing.
The results
1000 new registrants in less than 3
months and YTL’s land share price
reached its highest ever. |
