Our client Savills is a regular advertiser in Country Life magazine. With the Royal Wedding collectors' issue in May, we knew we had to do something a little special. We wanted to join in the celebrations around the wedding itself yet still display a selection of premium properties and promote Savills as an intelligent, modern, finger-on-the-pulse brand.
Using a six-page gatefold within the magazine, we developed a creative route called ‘The 2nd best invite’. This played off the idea that the reader’s invitation to Westminster Abbey had been lost in the post. Instead, we invited them to view some other impressive addresses from across the country. The fold-out pages created intrigue, making the reader investigate further. Upon opening they were then shown a selection of premium properties, with an ‘RSVP’ call to action to arrange viewings of them with Savills.