Caledonian Investments
Caledonian Investments was established to take advantage of both income and capital opportunities that exist in the emerging Gulf property market. The company provides high net worth and sophisticated investors with exposure to targeted residential and commercial investment opportunities in Dubai and wider gulf real estate market.
Marketing requirement
An income fund was launched in January 2008 to raise £10 million in the UK. The two key target audiences for the fund were independent financial advisors (IFAs) and high net worth individuals. The objective was to raise the profile of the business and encourage IFAs and direct investors to find out more about the income fund.
Marketing solution
MarketingWorks secured a page-dominant profile of the Chief Executive in the business section of the Scotland on Sunday and the article was included in the investment packs for IFAs and prospective investors. Two distinct press releases were issued to selected trade and consumer titles.
The internet site was re-designed for easier navigation and included a new section outlining the income fund with a response mechanism for prospects to get in touch.
Tent-sized promotional leaflets were placed at table settings during a high net worth ball. This directed people to the website and visitor numbers increased six-fold on the two days following the event.
A seminar was organised to explain the benefits of the fund to potential investors and IFAs. This was promoted through an online advertising campaign using postcode data.
Testimonial
'I was impressed by their knowledge of the financial services market and how cost effectively they used the internet to promote the fund. As a result online activity will feature more heavily in any future campaigns.'
Ian Russell, Chief Executive, Caledonian Investments.
