Machete Wins Best Development Marketing in Portugal
Machete Creative’s campaign for LX Living, a major mixed-use development in Lisbon, has won the International Property Award for Best Development Marketing in Portugal, and is one of only three entries to have been nominated for the prestigious Best in Europe award, which will be announced early next year.
The 90-million euro development, a joint venture between John Rabie’s European development company, Neworld, and Swiss-based RE Capital, is now under construction in the sought-after central suburb of Amoreiras, just a few hundred metres from the top of the prestigious Avenida da Liberdade.
The development, designed by one of world’s leading multinational architectural practices, Saraiva + Associados, consists of two separate buildings arranged around a central plaza, with retail and restaurants on the ground floor, two swimming pools, a gym, a rooftop bar and 150 luxury apartments.
“We’re over the moon with this result,” said Nicholas Shepherd, creative and managing director of Machete. “We knew from the start it would a huge challenge to launch this substantial development off-plan in Portugal, but also recognised it as a huge opportunity to compete at the highest level in the sophisticated European property market. After winning best Development Marketing in South Africa for two years running, this was our chance to perform on the international stage.
“Our campaign included launches in three different cities on two continents, with work in five different languages, and culminated in what has been described as the most impressive property launch Lisbon has ever seen, which took place in a five-star hotel close to the site.
“By the end of the evening, attended by the who’s who of the Portuguese property industry, local dignitaries and media celebrities, it was clear the twin objectives of the campaign had been achieved: we had helped the sales team sell over 75% of the apartments off-plan, and had made a major statement about Neworld’s entry into the Portuguese property market.
“Aesthetically, we believe the campaign is some of the best place-branding and sales-making work we have yet produced, and is a major step forward in our long-term goal to become one of the top development marketing agencies in the world.
“Huge thanks to our clients for entrusting us with the significant responsibility of ensuring this first Neworld development was an outstanding success; to all my staff members in Cape Town; and to the many different suppliers, printers, media strategists, event planners, public relations agents, designers, photographers, videographers and CGI artists in Lisbon who helped us pull off this mammoth task in just a few frenzied weeks before the launch.”
The announcement of the International Property Awards’ Best in Europe and Best in the World 2021 winners will take place early next year. Watch this space for the results!