Christmas Time Promotion of Scarlet Sails Residential Development 2014

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Christmas Time Promotion of Scarlet Sails Residential Development 2014


In the run-up to New Year holidays, Donstroy developed a special offering for buyers of Scarlet Sails Residential Development apartments. In the context of advertising support of the promotion, it was necessary to deliver information of special New Year terms and conditions to the target audience in the traditional New Year celebration style at the same time differentiating the message against the overall of Christmas advertising.


The main character of the advertisement story, Santa Claus, illustrates New Year offering of Donstroy with his unusual uprise. The communication is based on a series of messages, where succession of images shows how Santa Klaus lands to the rood of the residential development. This technique delivers New Year celebrations coming, together with approaching New Year discounts for residential development apartments. The aspects that determine unique character of Donstroy seasonable promotion are revealed in a series of ad headlines.


The deployed creative concept acted both as an efficient method of promoting Christmas offering of Scarlet Sails Residential Development, and a distinctive way to congratulate Donstroy existing customers and prospects on New Year holidays.

The team: art director – Irina Tsvetkova, designer – Irina Sakharova, copywriter – Anna Filatova, pre-press – Vladimir Demkin, manager – Elena Potorochina.