The Client — Vetro is a prestigious mixed-use residential development by Rockwell, located near Canary Wharf in one of London's most competitive new homes markets. Johns&Co were appointed as sales agents, with McCooke Group engaged from the earliest stages of the campaign to develop and deliver a comprehensive communications and marketing strategy.

The Situation — Canary Wharf's new homes market is among the most saturated in London. With multiple high quality developments competing for the same pool of buyers and tenants, standing out requires more than a strong product. Vetro needed a communications strategy that could establish it as the premium choice in the area and sustain that position throughout a demanding sales campaign.

The Challenge — From the outset, Vetro faced significant competition from established developments with existing sales momentum. The strategy needed to work on two levels simultaneously — building Vetro's brand and premium positioning for discerning buyers while also driving immediate, measurable sales activity. The penthouse collection represented a particular challenge, requiring a distinct launch approach that could generate excitement and exclusivity in a market accustomed to high end product.

What We Did — We were engaged at the earliest stage of the campaign, providing strategic consultancy on pricing strategy and competitor analysis before a single piece of marketing was produced. This early involvement ensured that the communications strategy was built on a clear understanding of the competitive landscape and a precise positioning for Vetro within it.

We delivered a fully integrated communications campaign encompassing paid advertising, geo-location targeted social media advertising to reach local audiences and drive viewings, bespoke illustrations, professional photography and videography produced to the highest standard. Tailored electronic direct mail campaigns and sustained public relations activity secured coverage across leading property publications, reinforcing Vetro's premium credentials with the audiences that mattered most.

For the penthouse collection launch, we conceived and delivered a programme of exclusive open house events supported by a full suite of premium printed collateral including window cards, flyers and presentation materials — creating the sense of occasion that a penthouse launch demands.

The Results — Vetro consistently attracted the highest number of viewings of any competing new build development in Canary Wharf throughout the campaign period, and achieved the most sales within the area. The integrated communications strategy — combining early stage strategic consultancy, brand building activity and targeted sales-driving campaigns — established Vetro as the standout choice in one of London's most competitive new homes markets and delivered measurable commercial results throughout the sales programme.