REDROW NATIONAL PROPERTY MAGAZINE
Project Overview
Redrow approached us to develop a fresh design for their property magazine.
Considering the purchase of a new home is the highest value purchase made by any individual in the UK, we knew that Redrow’s magazine needed to reflect the value of this important asset, just as other high-end brands do, such as Bentley, BMW and Sunseeker – to name a few.
We suggested the use of higher quality finishes and the inclusion of relevant lifestyle articles to extend the life of Redrow’s magazine, turning it into more of a coffee table piece, with greater durability and retention value.
Magazine Publishing
The property magazine proved a firm favourite with both customers and the regional sales centre teams. We produced an electronic flip book version for the national Redrow website, as well a high-quality perfect bound printed version for distribution to customers and the sales centres. We wrote, designed and produced 20,000 copies twice a year.
The printed magazine was part funded by the brand and part funded by advertisers who were partners of Redrow in the build and house fit-out process including kitchen, bathroom, bedroom furniture, carpet, lighting and accessory brands.
Lifestyle Magazine Pages
Benefits of the new format magazine:
- The magazine evolved the perception of the Redrow brand Instilling new energy and excitement, showing how Redrow creates aspirational homes
- The magazine used the opportunity to create a rounded lifestyle magazine for owners / potential owners, with Redrow Homes at its centre
- The magazine capitalised on the strength of featuring lifestyle qualities and characteristics, chosen not only for their aspirational ‘halo value’ but their synergy with Redrow as a premium home-builder
- In short, Maclaren Jones created a standout publication that emulated the quality of each Redrow development and that touched the lifestyle of its readers.
A digital version of the magazine was produced into an online flipbook
Regional Version
Such was the success of the property magazine in terms of boosting brand awareness and supporting sales completions that we also piloted a regional version (taking the North West as the pilot) which had bespoke content relevant to that region as well core national content to make up the magazine. The intention was to trial distribution through supermarkets as well as direct mailing copies to prospects that had registered interest in properties at the regional sales centres.
We delivered this project annually for four years and when lockdown hit, we adapted our approach – producing the magazine in a digital format to be emailed to prospects and customers, as well as hosted on the Redrow website, which attracts 1.5 million unique users.
