Placing a Milan icon on a global stage

BRIEF

In 2020, COIMA – Italy’s largest real estate developer – brought the Bosco Verticale penthouse to the market for the first time in the iconic building’s six-year history. Long awaited and one of the highest value apartments in the city, it needed to reach a global audience with a strong luxury positioning that adjusted perceptions of Milan as an international prime real estate contender. 

SOLUTION

SEC Newgate forged a partnership with global interior design and architecture name, Dara Huang, to create a unique concept for the property, with which to introduce it to the international market. The ‘reveal’ of the penthouse created a globally relevant hook to drive top tier press engagement across key target territories (London/UK, US, Asia) and position Milan as a luxury real estate contender among key editors.

Editorial generation was underpinned with direct HNWI audience engagement via a tactical programme of brand, network and media content partnerships to reinforce the luxury and investment proposition.

OUTCOME

The campaign has achieved a long running and impactful presence for the project among global HNWIs inspiring frequent coverage in top tier titles including FT How to Spend It, FT House & Home, Forbes, Wall Street Journal, Telegraph Luxury, Mansion Global, Wallpaper*, Home Journal HK, Architectural Digest, Robb Report Singapore and two area focus pieces in The Times. 

Partnerships with Robb Report, Conde Nast, Abode2, Asian Wealth Magazine, East Meets West Club and Rolls Royce delivered controlled messaging and targeted engagement in the context of trusted brands, connecting RPN with over 244k individuals and providing an added reach of 2.2m.