Westbury Homes

AJD have handled several leading developers. When Westbury appointed us to handle all of the UK we adopted the classic way to carry out advertising.

After research on new buyers, field visits and data analysis, a strategic direction was created and quantitative concept tests carried out, which ran parallel to a review of competitors and research amongst Westbury buyers and non- buyers. The results were amazing. We discovered consumers recognized build problems occurred, but believed developers threw them the keys and then disappeared. Yet Westbury had a Customer Care Division that they weren't properly utilising. We resurrected it and promised the buyer that the product would be checked carefully at every stage, especially after they moved in. The tick became a vital visual element in all marketing activities.

To implement this strategy, we created a new corporate identity, a national TV commercial to build awareness and position the company against the competition, and local press to act as a traffic builder, to promote the key consumer benefits and the brand discriminator [illustrated by the first three ads]. Over the five years we worked for Westbury we obviously produced tactical ads and ads promoting special offers. We also produced a campaign in advance of a site opening that covered every marketing eventuality, during the life of a site. The last few ads are examples from this campaign.

Television | Press | Brochure