Our Work

An in depth look at Polaris World

Background:

Polaris World is Spain’s leading developer of luxury golf resorts. The idea behind the resorts is to provide a 5 star standard of living in your own home. The resorts cater for permanent residents and holidaymakers alike and there is a mix of nationalities among the owners.

The Brief:

The challenge was to cut through the noise of hundreds of other overseas property developers and to let the Polaris World story be heard and told to the people that mattered – the consumers.

With so much competition Polaris World, a comparative newcomer in this already packed market, had to stand out from the crowd and be seen to be different. Furthermore with ten golf resorts, nearly all of them still at the construction or planning stage, it was as much about selling a lifestyle than investing in bricks and mortar.

Challenges:

Polaris World is a relative newcomer to the market (founded just 5 years ago), in a highly competitive and crowded market. The press trip landscape has changed and property and travel journalists are now invited to more exciting and far-flung destinations than Spain. When we first stared work, nine out of ten of the developments were still at the planning stage. And finally, and most crucially, the European property market suffered major losses and fundamental changes during the time we worked with Polaris World.

Our Response:

We linked up with golf legend Jack Nicklaus in order to ensure Launch Day would be a ‘must’ on that day’s diary, attracting and exciting full media turnout of national as well as regional and local journalists.

Through our work, we demonstrated that Polaris World is not just another developer but number one with its golf courses, 5 star hotels, restaurants, bars, shops, medical centres, travel agencies, clubs and spas. We inspired the most influential national and regional journalists to come and ‘live the dream’ for themselves.

An important message to offer standout and build consumer confidence, we positioned Polaris World as a considerate, environmentally caring developer with impeccable ‘green’ credentials, highlighting the building of a desalination plant that would benefit the whole region and Europe’s largest garden centre as CSR USPs.

Media targets ranged from golf and gardening magazines to national and regional press, fuelled by case studies offering the human interest element so crucial to media and potential buyers. We ran a gruelling schedule of monthly press trips for all core media, punctuated by lifestyle stories from families living in Spain and in-depth news on the multi-million-pound development.

Results:

  • Polaris World is now the biggest property developer in Spain
  • Polaris World ‘Living the Dream’ campaign generated 323 pieces of coverage across national and regional press, TV and radio as a direct result of PR
  • The total media value of this campaign was worth £2,767,539, with a reach of 206,047,350
  • Since, the ‘Living the Dream’ launch campaign, we have continued to work with Polaris World, to date delivering an EAV of 2,365,983 with a reach of more than 311 million.

Jose Luis Hernandez, CEO, Polaris World:

“Working effectively and enthusiastically between both Spain and the UK underlines the sheer professionalism of Mason Williams. I am very impressed with their whole, on-going PR campaign,”

Juan Romero-Wade, UK Managing Director, Polaris World:

“In a PR world where more often than not spin doctors merely apply a coat of fresh paint over crumbling plaster, Mason Williams simply do a bloody good job. Rita, John and their team are consistently passionate about what they do and their clients’ products, and use their experience and creativity to proactively come up with no-nonsense and effective PR solutions, which meet the brief and beyond. For Polaris World this partnership has made a real difference to our business and has created real value where it really matters to us. We are very grateful to MW for their contribution to our success in the UK and Spain.”

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