Hot in the CITi

Barratt Homes has taken to the great outdoors for its latest advertising campaign which was devised by LPG.

The launch of the new CITi-PAD for first time buyers required an innovative marketing campaign to target the young professionals.

Phase one was to have a high profile presence in Southampton city centre with a mobile poster campaign. A bike with poster on a following trailer and a banner man and A1 poster attracted huge amounts of interest in the city centre – and led directly to an increase in viewings in the nearby Oceana Boulevard development.

The campaign also includes advertising on the back of buses and in the toilets of nearby pubs, clubs and healthclubs.

“We wanted to ensure that Barratt Homes was able to carefully target first time buyers and this combination of marketing and advertising has been a great success,’’ said LPGF account manager Lottie Bell.

“It has been so well received that a similar outdoor campaign is now planned for developments in Portsmouth and Eastleigh.’’