GINDI Group

GINDI hired V+O to support the company in communicating its real estate project to a specialized niche – the medical community.

Challenge

The main challenge was that we were preparing the launch of the projects when all other real estate developers were announcing the suspension of their operations.

Strategy

Main strategy was to transform the challenge into an opportunity and announce the company’s market entry and “crush the ice” on the real estate market. Endorse the project and the local company through the powerful Israeli group that is trustworthy and appreciated in Israel. In the same time we used tactics to target their niche clients, the medical community with powerful messages in general info, business and specialized magazines.
 

Activities

  1. A Press Release announcing that the company is officially entering the market was sent to the central media, targeting general info, business and specialized real estate magazines. The strategy was to obtain great coverage by announcing a positive thing, while all the newspapers were full with bad news.
  2. Interviews with the company’s representatives where conducted in order to generate executive visibility and create trust by presenting the experienced people running the business as well as the string connection with the mother company in Israel.
  3. Company participated with the project to the biggest medical event in Bucharest in order to promote their project and the special offer for the medical community. More than 700 doctors entered the showroom and tried to find out more about the project.
  4. A second press release announcing the project was disseminated to the central media, targeting general info, business and specialized real estate magazines. The role of this press release was to disseminate information about the GViTown project and create buzz among potential clients from the medical community by saying that already 700 doctors are interested in purchasing an apartment.

Results

  • Over 90 articles in central media - great media coverage was obtained for the company and its project.
  • Good awareness of the project was registered in the target group, as well as in the general public.
  • We continue to implement the strategy and to evaluate results ongoing.

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