ttatimes

Developers who have beenhibernating for the past threeyears are waking up to a newdawn. Advances in internet

communications and the opportunity foronline engagement have created the meansfor consultation to evolve into somethingmore responsive, more adaptable and morecost effective than unruly public meetingsin draughty church halls.

Developers are now hosting Facebookcampaigns which generate ‘fans’ in thehundreds. Artists’ impressions are broughtto life, promotional videos are posted onYouTube, questions are responded to withinminutes and online polls are used to shapethe future of a scheme. Local residents – or their virtual counterparts – have beenable to step insid e future developments on SecondLife; up-to-the-minute newsbulletins are provided on Twitter, and focusgroups have been replicated online throughlive forums and tweet-ups.

Whether participating during snatchedmoments between meetings, on the trainwith a laptop or sitting at home with aglass of wine and an iPhone, a developmentteam can engage both on a one-to-one anda one-to-many basis in relative comfort andconvenience. For developers and the publicalike, the internet – in particular socialmedia – can help overcome the traditionalhurdles of consultation whilst bringingabout substantial additional benefits.

The internet can be used and has beenused by many objector campaigns. Half-truths and rumours can be posted on blogswith misinformation and negative opinionspreading quickly. By creating their ownonline presence, developers can avoid this.Dedicated websites and social mediacampaigns set up specifically fordevelopment proposals can presentinformation reliably and provide a

controlled forum for people to discussproposals. Social media is engaging andinformative, and can encourage the targetaudience to help in disseminating a message.

While we have found that allconsultation tactics can be replicated online,we are not advocating that this should bethe case: the digital divide exists in allcommunities. Where the project requiresface-to-face meetings, the immediacy of afocus group or a presentation by developers,this is invariably the better option.

Traditional media and targeted leafletingalso play an important part.

Crucially though, the time taken toengage online is determined by the levelof interest, not regardless of it. This putsan end to the waste so frequentlyexperienced when a planning issue haslittle interest yet the development teamare required to spend days kicking theirheels at an empty exhibition simply toenable them to tick the required box.

Facebook, Twitter, YouTube and othersites are now increasingly integrated,enabling clients to get maximum benefitfrom their financial investment. At thesame time, the opportunities arebroadening and enabling us to fine-tunethe online opportunities to our clients’requirements. As one of the first companiesto carry out a large-scale consultation,working with Linden Homes at CaterhamBarracks in the 90s, and now responsiblefor a number of pioneering onlinecampaigns, tta is well placed to remain at the forefront of consultation. It’s anexciting place to be.

ADVANCES IN INTERNETCOMMUNICATIONS AND THEOPPORTUNITY FOR ONLINE

ENGAGEMENT HAVE CREATED THEMEANS FOR CONSULTATION TO

EVOLVE INTO SOMETHING MORERESPONSIVE, MORE ADAPTABLE

AND MORE COST EFFECTIVE

Developers wakeup to a changedlandscape

www.ttagroup.co.uk

Business NewsInvestors shopfor Britain’s retail premises

UK and overseas investors can seevalue in the British retail sectorsince the domestic consumer can be

relied upon to spend even in challengingtimes. There are several key trends in theretail warehouse sector which make it aninteresting market from an investmentperspective. Compared to town centreproperties, retail warehouses continue tobe attractive to retailers for reasonsincluding affordability (rents and servicecharges), design flexibility and attractiveamenities (free on site car parking).

Genuine demand exists from retailersto acquire new space, upgrade existingholdings and expand into new sectors andmarkets. Out-of-town retail space remainsa very efficient and cost-effective way ofdoing this. In addition, high street namessuch as BHS, John Lewis and Debenhamsare all expanding into out-of-town retailcentres, as the opportunities for floorspaceand subsequent volume simply cannot befound in town centres whilst other retailersare actively pursuing new out-of-townfascias. For example, Next Home, TK Maxx,Homesense and Boots’ new drive-thrupharmacies show how successful, existingnames are looking for new markets toexpand into.

In terms of investment, private equityhas been attracted to the retailers in thesector this year with significant acquisitionsincluding DFS, Pets at Home and Hobbycraft.These strategic purchases confirm investorconfidence in well run businesses, providingthe necessary capital for expansion. Likewise,global equity is looking to move into theUK retail warehouse property market sinceinvestors view the UK out-of-town retailproperty sector as a liquid, transparent andstable market offering good returns. Insummary, the prevalent conditions withinthe out-of-town retail property sector makethis an ideal time for investors from both theUK and overseas to invest in the asset class. www.pradera.com

Public consultation has been transformed since the start of the recession,presenting new opportunities to developers and making the process bothmore effective and efficient.

BY ANDREW JEFFORD,BUSINESS REPORTER

The London View London’s South Bank soonto be home to one of thetallest residential towers in Europe p3

Knightsbridge Its unique appeal p6

Versace redefine market The Sunland Group and Versace arepioneering a fashion branded resort throughthe creation of Palazzo Versace p6

Marketing propertyinternationally London Home Solutions p7

LAUN

CH IS

SUE

Join in online at: twitter.com/ttagrp tta group ttagroup property marketing

BY PENNY NORTON,SOCIAL MEDIA REPORTER

Business News2 ttatimes | Edition one

Our leader in this edition of the tta times tackles social media.

I recently gave a talk at the InternationalProperty Awards presenting from my iPad,during which I showed the multi-nationalattendees some of the staggering statisticsreflecting the rise of social media.

We have all heard to some extent aboutthe radical change social media is makingto the way we engage with the world bothas individuals and as businesses. As theproperty industry develops so we muststand up and embrace the potential thesocial-information age has to offer, notleast because of the rate of progress andthe risk of being left behind - the brilliantminds of Silicon Valley keep onintroducing a new revolutionary platformbefore we’ve got our feet firmly planted on the last one.

The iPad, however, I think marks animportant change in the way business will be conducted. Not only does it giveportable access to online content andemails with minimum fuss, but it offers an intuitive, stylish, quick and professionalmeans of presenting to clients andconducting business outside the office.

As Penny Norton’s cover article shows,tta group is consistently ensuring it is atthe sharp end of all new social mediadevelopments, creating campaigns thatfully exploit and explore the opportunitiesand possibilities on offer from services suchas Twitter and Facebook. Perhaps mostexciting is our ability to digitally connectwith potential customers from all over theworld. This becomes particularly importantwhen such stunning projects as PalazzoVersace Dubai are nearing completion andwhen there is a healthy interest from overseasinvestors in London prime real estate.

This is not to say, however, that moretraditional methods of engaging withpotential customers have become defunct.As our recent events demonstrate one ofthe best methods of connecting with youraudience remains face-to-face. Likewise,the traditional press, targeted andpositioned in the right way, still remains a powerful tool and must not be ignored in the exciting world of cyberspace.

I hope you enjoy this first edition of the tta times.

Editors Note

PERHAPS MOST EXCIT ING ISOUR ABIL ITY TO DIGITALLYCONNECT WITH POTENTIAL

CUSTOMERS FROM ALL OVERTHE WORLD. THIS BECOMES

PARTICULARLY IMPORTANT WHENSUCH STUNNING PROJECTS ASPALAZZO VERSACE DUBAI ARE

NEARING COMPLETION

Chinese luxury furniture brand,Forbidden City entered theEuropean market by bringing its bespoke furniture collection

to London for the very first time. Thecollection was launched and showcasedthrough special London exhibitions atselected venues in both Chelsea andMayfair. The collection ranges from homeaccessories to chairs, tables, cabinets andlamps appealing to buyers in the privatehome, hotel, office and resort sectors inthe UK and wider interior markets.

Forbidden City Chairman Mr Eric Locommented that: “Through thecombination of Forbidden City’s expansionplans and purchaser demand from HongKong we decided to launch into Europe inLondon in conjunction with Decorex, theUK’s leading home furnishings exhibition,with the ambition to showcase ourunique, high quality collection to keybuyers, designers and journalists within

the European interior market.” tta groupworked closely with Forbidden City toincrease their brand awareness in theEuropean market and also invited keyprospective furniture dealers to theexhibition in order to discuss businessopportunities. tta group also arrangedprivate tours and media briefings forForbidden City, resulting in pre-eventcoverage and briefings with a range ofinternational and trade publications

including The Sunday Times, Metro, TheIndependent on Sunday, The FinancialTimes, Blue Print Magazine, Elle Magazine,Ideal Home and finally The Epoch Times.

Forbidden City’s entry into theEuropean market was also undertaken in

partnership with the Hong Kong Trade and Development Council (HKTDC),focusing on utilising Anglo-Chinese Traderelations. David Marsden, Director UK ofthe HKTDC commented, “Bilateral tradebetween the UK and Hong Kong exceedsUS$10 billion a year. Hong Kong isBritain’s second largest market in Asiaafter the Chinese mainland.” Thishighlights the strength of Anglo-Chinesetrade, of which Forbidden City aim tosupply high quality Chinese products tothe UK from their distribution pointlocated in West London.

Forbidden City has had a pop-upexhibition in the tta office to showcase the2010 collection. The offices have been usedas the selected venues for multiple seminarsin which leading high profile designersand architects have discussed key issues.The tta offices have also encompassed thework of Geraldine Larkin who recentlyunveiled her latest entrée into the homearena specialising in bespoke handembroidery through Decorex International.www.forbiddencity.com.hk

Enter the Dragon: ForbiddenCity launches in Europe

FORBIDDEN CITY HAS HAD A POP-UPEXHIBITION IN THE TTA OFFICE

OPERATING AS A SHOWROOMTHROUGHOUT OCTOBER

A selection of the Forbidden City furniture collectionon show at tta group’s Mayfair office

A selection of the Forbidden City furniture collection at the Chelsea showroom

BY TRICIA TOPPING, EDITOR IN CHIEF

Some property industrycommentators forecast that theUK is on the brink of radicalstructural and social changes that

will see a shift away from the tradition ofhome ownership, and the emergence of anenhanced private rented sector, withproducts and services developed by buildto let companies of a type that alreadyexist in countries such as the United States.

Since 2000, the private rental sectorhas grown by over 23% compared to only2% growth for private home ownershipand a decrease of 6% for the socialrenting sector. The average age of thefirst-time buyer is now 38, and thetypical deposit on a property is more than half the average income.

In 1999, private renters accounted for just 9% of British households. Now in2010 it's almost 15% and rising. Figuresfrom the Department of Communities andLocal Government suggest that 3.1 millionpeople are currently renting a propertyprivately – a million more than in 2001.

Figures from the English HousingSurvey indicate that home ownership hasfallen to its lowest level in 20 years. InLondon, the National Housing and

Planning Advice Unit, highlight that onlyone in 10 couples under 40 with childrencan afford to buy a home, since thedeposit on a typical home in London isnow £57,213. All of this has led to youngpeople in their 20s and 30s now beingcalled the “Rent Generation” by mediacommentators.

Over five years, says IPD, total returnsfrom the private rented sector are justbelow those of bonds at 6.6% and 6.9%respectively. They are also just ahead ofcommercial property, at 4.6%, andequities, at 3.5%.

These emerging trends illustrate thesignificant growth potential of the privaterental sector as a tenure preferred bymany people, especially during a period of constrained mortgage availability.

There have been two key issues: scale and management. Fund managersstruggle to get hold of residentialportfolios of a size that makes it worththeir while. This is why the BritishProperty Federation advocates a moreprofessional, European-style rentalmarket, and firms such as the WellcomeTrust, Aviva and Legal & General haveassigned multimillion-pound funds inorder to acquire large blocks of buy-to-letstock, and operators such as Evenbrook,Grainger and Dorrington are leading theway in the sector.

The British Property Federation hasalso called on the property industry toincrease its focus on the build-to-rentmarket and to look at the creation ofvehicles such as a residential Real EstateInvestment Trust (REIT) in order totransform the residential property marketinto a more fund-based system, similar tothe commercial property sector, whichshould help to attract institutionalinvestment into the housing market.

However, there are a number ofchanges that would need to be made, tothe legal structure of REITs, the planningsystem and to the way real estate istaxed. Whilst capital growth and incomereturns are good for the private rentedsector, yields are not as lucrative as othersectors. An option is to improve the yieldby lowering the purchase price, or providepublic sector derelict land to privatesector developers to build houses on. In addition, to make them viable, sites for build to rent could be exempt fromaffordable housing requirements. There isalso the possibility of a separate planninguse class for build to rent housing or ofhaving subsidised rents for a given agreedperiod, followed by a return to full marketvalues following an agreed period.

BY OLIVER PRATT, NEWS REPORTER

An Englishman’sHome is no longerhis castle BY PETER WALKER, NEWS EDITOR

THESE EMERGING TRENDSILLUSTRATE THE SIGNIF ICANTGROWTH POTENTIAL OF THEPRIVATE RENTAL SECTOR AS

A TENURE PREFERRED BY MANYPEOPLE, ESPECIALLY DURINGA PERIOD OF CONSTRAINED

MORTGAGE AVAILABIL ITY

Property News3ttatimes | Edition one

London’s South Bank will soon be home to one of the tallestresidential towers in Europe as St George PLC, a long-standing

client of tta, launched The Tower, One St George Wharf, in SW8.

Accompanied by substantial coveragein the Financial Times and the EveningStandard, as well as a double-page spreadin The Sunday Times, the launch of the 50-storey tower attracted high levels ofinterest from media and high net-worthindividuals across the world.

Rising 594ft (180m) into the sky andcrowned by a stunning triplex penthouse,The Tower has been described as ashimmering column rising from the River that will become the pinnacle in

sophisticated city living and boast some of the most spectacular views acrossLondon’s famous skyline, includingWestminster, the City and beyond.

Each of The Tower’s 223 riversidehomes will enjoy floor-to-ceiling tripleglazed windows and sky gardens and willbe fitted with Bulthaup kitchens, luxurybathrooms, comfort cooling and a discreteintegrated home entertainment system.

Residents and guests of The Tower willexperience a hotel style service providedby Harrods Asset Management with agreeting doorman, 24-hour concierge, anda dedicated valet parking service. Inaddition to this, there is an exclusiveresidents-only health club with state ofthe art gym, infinity swimming pool,sauna and steam room, as well as aprivate screening room, business lounge,underground car park and private

catering facilities. Mark Griffiths, Managing Director of

St George South London comments: “This exclusive scheme appeals to a trulyinternational audience as London is stillrecognised as the world capital and attractsinvestment from a global audience. The opportunity to purchase in a highend residential prime tower developmentthat offers a luxurious, hotel-stylelifestyle, is generating a lot of interest.”

St George Wharf, London’s riversidedestination benefits from excellenttransport links with close proximity tointernational airports. There are a variety of shops, bars and restaurants on thescheme, which is opposite Pimlico andperfectly located for easy access to thebest of London culture and entertainment in the nearby West End.www.thetower-onestgeorgewharf.co.uk

Dropping the EgoSocial media is about howthe community sharesexperiences and whatthey think of your brand.Be real and interact withyour followers.

Tablet ComputersThe last time a bunch of tablets causedsuch a stir, Moses was stood on Mount

Sinai. This time around it’s downto the likes of Apple andBlackberry, whose tabletcomputers are radicallychanging the waybusinesses work and

communicate.

Taking on GoogleInternet experts are predicting that the sharing of information through socialmedia looks set to overtaketraditional search engines asthe primary method forfinding online content.

Cloud CoverWith more and more peopleusing their smart phones andiPads to access “The Cloud”(internet-based computing, wherebyshared resources, software, andinformation are provided to devices on demand), city centers must look to provide widespread wi-fi coverage for users.

Heads In The SandWith 500 million active usersand people over 50 formingthe fastest growingdemographic on Facebook,those still dismissing socialmedia as a fad do so at their peril.

Information OverloadOnly share what is relevant – yournetwork friends don’t want to knowwhat you’re having for breakfast.

Repetition, Repetition, RepetitionDon’t treat social media as just anotherdistribution channel for your pressreleases. Create fun, interestingheadlines that demand people’sattention.

Selfish NetworkingDon’t have a one-waystream of information.People want dialogue andevidence that they’rebeing listened to.

UPS

DOWNSSocial Media

Q Why did you chooseLondon when the wholeworld beckons?After spending two weeks inLondon last year, I fell in lovewith the city. I feel like Londonis the centre of the world and offers many more careeropportunities than in Australia.The fact that London is soclose to some of my favouritecountries such as France, Italy and Austria was a majordrawing card. London is alively mix of cultural living anddiverse backgrounds and thatis what offers the unique mixthat I love about this city.

Q Why do you enjoyworking for tta?I enjoy working for tta becauseapart from being the leaders inthe international PR propertymarket, my team are the mostknowledgeable and professionalindividuals I have ever workedwith. tta’s clients are theleaders in the national andinternational property markets,and I feel privileged to havethe chance to work with theglobal leaders in the propertyworld.

Q What do you like aboutLondon?I love that London is such afast paced city with so much todo. If I feel like a relaxing day Ican just head to Hyde Park fora walk, if I feel like shopping Ihave the worlds best boutiqueson Oxford Street. The culturaldiversity of the city means thatI can sample the finest cuisinesfrom all over the world.

Q What have you beenworking on?In the short time I have beenworking for tta I have had the fortune to be exposed toForbidden City’s gorgeousrange of handmade bespokeChinese furniture, theremarkable mansions atCornwall Terrace, therevolution of social-media inpublic relations, insights intothe luxury property market byJohn Lees and the outstandinginterior design work ofGeraldine Larkin.

Dean Simmons interviewsTandice Abedian, tta’s newest recruit

Q&

BY GILES MILNER, FEATURES EDITOR

London’s South Bank willsoon be home to one ofthe tallest residentialtowers in Europe as St George PLC, a long-standing client of tta,launched The Tower, One St George Wharf, in SW8.

The London View

A

Social + Events4 ttatimes | Edition one

At Cornwall Terrace in The Regent’sPark, developer OakmayneBespoke has launched a schemeof eight double-fronted

mansions, priced from £29-60million,built behind the Grade I listed façadedesigned in 1811 by John Nash andDecimus Burton.

For the launch of Cornwall Terrace, tta group has been working withOakmayne Bespoke to create a fresh andsophisticated approach to the marketing of the residences. Bringing together theart and property worlds in a spectacularseries of luxury events based around FriezeArt Week in the adjacent Regents Park.

Oakmayne Bespoke has teamed upwith luxury art brands, the Saatchi Galleryand Christies, Channel 4 Television andleading art curators Wolfe Von Lenkiewiczand Victoria Golembiovskaya, to create an arts focused approach to the marketingof Cornwall Terrace. tta group has managedthe public relations and communicationsactivities for the launch.

This has resulted in one of themansions being transformed into a15,000 sq ft art gallery, showcasing worksby the world’s top 20 contemporaryartists, including Paul Cezanne, EdouardManet, Nicolas Poussin, Andy Warhol,Pablo Picasso and Yves Klein.

Two others mansions have beendressed by award winning interiordesigners Nicola Fontanella of ArgentDesign and Darren Gayer of the SheldonStudio, and like the art exhibition, dressedwith artwork by artists including DamienHurst, Pablo Picasso, Serra and FrancisBacon with statement glassware andfurniture pieces from Murano and Portofino.

tta has helped to organise a series ofspectacular private dinners in the dressedresidences hosted by The Sunday Times,Christies and Knight Frank, where guestshave included senior journalists, estate agents,art critics and luxury brand companies.

tta group has worked with DavidLinley, Chairman of Christies UK, who haskindly participated in key media briefingsfor the project, which has generatedheadline media coverage in publicationsincluding The Sunday Times, The FinancialTimes and The Times.

The launch of the Cornwall Terrace artexhibition, known as “The House of theNobleman” Exhibition, was attended byover 35 senior editors and journalists fromthe art, design and property sectors, andover 1,000 high net worth guests attendedthe two VIP evening events for the launchof Cornwall Terrace.

James Simpson, Partner at KnightFrank comments: “The interplay betweenluxury art and property sales has alwaysexisted, but its only now, starting withCornwall Terrace, that we are formallydoing a launch that brings together thetwo sectors to co-ordinate sales of

products at the top end of both the art andproperty worlds. The “property-as-art”launch at Cornwall Terrace is an industryfirst, but we believe that its success couldbe a theme that it repeated in other topend London developments.”

Beth Dean, Sales & Marketing Directorat Oakmayne Bespoke comments: “Thelaunch of Cornwall Terrace last weekbrought together the worlds of luxury art,interior design and property in a compellingand fresh approach. We benefited frompublicity in the arts and news media waybeyond the property world. By aligning the Oakmayne Bespoke brand with otherluxury brands such as the Saatchi Galleryand Christies we are promoting the CornwallTerrace mansions to a much wideraudience than we would be able to dothrough a conventional property launch.” www.cornwallterrace.co.uk

“THE HOUSE OF THE NOBLEMAN”EXHIBITION, WAS ATTENDED BYOVER 35 SENIOR EDITORS ANDJOURNALISTS FROM THE ART,

DESIGN AND PROPERTY SECTORS,AND OVER 1,000 HIGH NET WORTH

GUESTS ATTENDED THE TWO VIPEVENING EVENTS FOR THE LAUNCH

OF CORNWALL TERRACE

BY CAMILLA WARR,EVENT CORRESPONDENT

1 BudgetIs the most important aspect of anyevent. The event organiser must have avery clear understanding of the budgetbefore any planning can go ahead.

2 WhyWhy is the event happening? Be sureyou know the answer to this question,always set your goal first and tailor theevent to ensure you achieve your goal.

3 WhoWho is being invited. The key to any good event is a great guest list.

4 WhereWhere is the event going to take place?It is so important to have the right venue for your event. Space, size andatmosphere can make or break an event.

5 WhenOrganising a date for your event can betricky. Do a ring around of all the keyguests to find out a few dates which they can all attend.

Linking different luxury brands together provides a powerful approachto promoting top-end property. BY CAMILLA WARR,EVENT CORRESPONDENT

Fusion Marketing: The future of luxury property campaigns

5 TOPTIPSEvent Planning

Hemel's FamousSons & Daughters

Issue 1

Image News

Award-winning developer Dandarahas unveiled the soon to becompleted KD Tower at its Image

development on The Cotterells in HemelHempstead. Standing at 22 storeys high,the KD Tower is Hemel Hempstead’stallest landmark and is the conversion of the former European headquarters of Kodak into the town’s most desirableapartment building.

The completed tower includes a totalof 254 one and two-bedroom apartmentsand penthouses offering a specificationand finish unrivalled anywhere else inthe local area. The generouslyproportioned apartments range in sizefrom 514 sq ft to 831 sq ft, with many of the properties benefiting from private

balconies and terraces. Theapartments on the upper floors of thebuilding provide uninterrupted viewsover Hemel Hempstead and theHertfordshire countryside.

As part of the conversion andrefurbishment of the building, Dandarahas replaced the concrete façade with a stylish sleek exterior incorporatingextensive glazing and coloured glass

panelling. An additional two floors havebeen added to the roof of the buildingto provide space for the prestigiouspenthouses and a pinnacle for thebuilding.

Dandara South’s regional chairmanOwen O’Neill comments: “Thecompleted KD Tower makes a strikingaddition to the Hemel Hempsteadskyline. We have taken a 1960s officeblock and brought it back to life bytransforming the exterior to provide afresh, sleek 21st century façade. Theapartments within the KD Tower aresome of the best available anywhere inHertfordshire and are the result ofnearly five years of patient planning,design and construction. We areextremely proud of the finished resultand have created a development whichhas far exceeded the local expectation.”

The KD Tower is part of Dandara’s

wider Image development whichincludes a total of 455 apartments insix buildings and approximately 40,000sq ft of office space, as well as a rangeof retail units and landscaped grounds.The development offers residents thecomplete lifestyle with servicesincluding a concierge, a car club andeven transport to Hemel Hempsteadtrain station during peak hours.

Image has been a commercialsuccess since its launch in 2007. Over 180 of the apartments have beensold to date and 60% of the KD Towerhas already been reserved. Purchasersinterested in making Image their newhome should contact the development’smarketing suite on Tel: 01442 838 120or visit livetheimage.com

New Image unveiled for Hemel Hempstead’stallest tower

Property p5David PhillipsDesigns

Leisure p8Putting the ‘OOh’ into food

By Judy NorthNews Reporter

“The apartments within the KD Tower are some of the best available anywhere inHertfordshire and are theresult of nearly five years of patient planning, design and construction”

INSIDE

livetheimage.com

Marketing5ttatimes | Edition one

Shopping for marketingA strategic marketing mix ensures a wider range of possible audiences are targeted; a mix of social media, print marketing andpromotional activity can be utilised to ensure your message reaches the maximum number of consumers.

BY CARLY WALL, MARKETING EDITOR

Keep an eye on market trendsand your competitorsConstantly monitor industry trends andmarket conditions to ensure your brandstays current and relevant, moving withnew technologies. Be aware of how thecompetitive landscape is changing.

Maintain a consistent brandimage and messageYour company or project branding is acritical part of how you are perceived byclients and potential customers.Take aconsistent approach to your promotionand advertising (both online and offline)to reinforce and help create a positive and effective company brand.

Listen to customer feedbackA brands real power comes from theattributes, feelings and beliefs of yourcustomers. Obtain and analyse customerperceptions and what they find valuableabout your company – ensure yourmarketing and branding strategyeffectively reflects these values.

Create strong brand guidelinesGuidelines create and maintain a clearlydefined identity helping to engagecustomers and so all employees can sharethe company’s vision and ethos. Designefficiency - time equals money andproviding a well-managed set of guidescan reduce your marketing spend. Brandguidelines are a guide, not a rule book,and should continually evolve.

UPCOMING AWARDStta group produces outstandingaward submissions for clients,helping them to stand out fromthe competition and increase its chance of winning.

Over the past 18 months ttagroup have helped our clientswin over 32 awards. Let us helpyou achieve success in 2011.

Building Awards 2011Entry deadline December 2010

Property Awards 2011Entry deadline December 2010

RoSPA Occupational Health and SafetyAwards 2011Entry deadline December 2010

Evening Standard Awards 2011Entry deadline January 2011

RICS Awards 2011Entry deadline January 2011

Contact Carly Wall for further information on 020 7886 0314 or cwall@ttagroup.co.uk

BY NICOLA GEE, CREATIVE EDITOR

Using stock photography formarketing and design whetherfor web or print gives you high-quality images that can make

your project shine, without having to be aprofessional photographer or commissiona shoot.

Two main categories of stockphotography are available to all: RightsManaged and Royalty Free. Rights Managedstock photographs have individual licensingagreements that are negotiated for eachuse. This includes restrictions on the lengthof time, the medium, the size, the formatand where it is to be used (eg UK only). It isan expensive option, but you will be assuredof excellent quality and you can usuallytrack whether the image has been used inyour industry / region.

Royalty free licenses however, allow formultiple use for a set fee. This offers you theability to use an image in an unlimitednumber of ways for a single license fee, butthis does mean that many other companiescould be using the same image.

Remember “royalty-free” does not mean“no payment required” or “free for all”.

Beware: even royalty-free images mayhave restrictions. For example, the licenseterms may forbid the use of the image in connection with the distribution of print-

on-demand products such as t-shirts ordownloadable products like electronictemplates.

Some licenses limit the number ofreproductions that may be made and moststock agency license agreements prohibitthe use of their images in trademarks,logos and other corporate identifiers.

The Internet allows you to downloadhigh resolution files direct to your desktopand this is where problems can arise. Just because you can get the file in highresolution does not mean that you have theright to use it. Large stock libraries are nowinvesting a lot of time trawling throughwebsites looking for images that are fromtheir libraries and finding out whether alicence exists to use their image.

So what can be done to help you:Firstly make sure you know where all yourimagery has come from. Retain any “proofof purchase” documentation when youpurchase any stock images. A copy of thehigh-res file will not be enough. Alwayspurchase images from a reputable library.Weigh up the pros and cons of using aRights Managed image againstcommissioning a photographer, becauseyou then have a unique photograph thatwas tailored to your exact needs,sometimes at a fraction of the cost.

* The importance of imagemanagement

TOPTIPSMaintaining a successful brand

BY NICOLA GEE, CREATIVE EDITOR

BROCHURES AND LITERATUREFrom mini brochures small enough to behanded out with your business card toshowcase display books and annual reports,tta group have developed a huge range ofmarket leading literature for leadingclients. tta group can help you showcaseyour company or project with innovativeideas and creative solutions.

NEWSLETTERS ANDNEWSPAPERSNewsletters and newspapers play a key rolein the ongoing promotion of your businessor project. From publicising your company’sachievements and growth through toindividual project progression, tta group can create a leading and unique design toeffectively communicate to your audience.

PRESS BOOKSTo showcase the great press coverage youhave achieved, a press book becomes aninvaluable tool to display your productsand services to your customers. Whether itis displayed in reception for waiting clientsto browse through or within a project orsales office for potential purchasers to flipthrough, showing the media support yourcompany or project has received is anunderstated yet effective method toeducate your audience.

PRODUCT MARKETINGKeep your brand at the forefront of yourtargets mind with inspiring productmarketing. An effective tool to promote your brand, tta group can coordinate theproduction of a huge range of productsincluding umbrellas, desk calendars andmp3 players.

Since its launch last autumn,Stanmore Place has experiencedexcellent sales success with morethan 75% of the 117 properties inPhase One of the developmentalready sold.

Stanmore Place is St Edward’sluxury development offStanmore’s Honeypot Lane. Phase One of the development is currently under constructionand will be completed in autumn,with later phases featuring aselection of two and threebedroom apartments and houses.

Paul Vallone of St Edward says, “Our sales success is atestament to the quality of theapartments on offer. I encourageany potential buyer who islooking for a high-quality, welllocated new home to take a lookat what’s on offer here at Stanmore Place.”

Inside:

Jubilee Line30% Capacity increase p3

Inside:

Stanmore residentWorld-class Viola performer p7

By Terry Green, Editor-in-Ch ief

Spring sales successat Stanmore Place

“Our sales success is atestament to the quality

StanmoreVoiceEDITION 1

Pitmans’ new lookwows industry

MONDAY – FRIDAY EDITION

Leading law firm Pitmans has now

unveiled a new brand identity to reflect

its strategy, values and to underline its

position as a market-leading practice.

Retaining the respected Pitmans

name, but incorporating a stylish new

logo, fresh corporate colours and a new

strapline – ‘Making It Humanly Possible’

– the rebrand captures the values and

aspirations of the firm and positions it

for continued success.

Christopher Avery, Managing Partner

of Pitmans, comments: “A powerful

NEWS IN BRIEF

World of mouth – the revolutionHow social media is transforming the workplace News p2

Priscilla’s progress helpedby advice from PitmansEntertainment p3

Blood on the high streetProtecting original fashion designsfrom being copied by rivals Fashion p3

Defence and security: rule Britannia?Budget cuts for the armed forces? Defence p4

No place to run for battered bloggerPCC censures Spectator journalist for blogTechnology p4

A f f ?

By Christopher Avery, Editor-in-Ch ief

Issue 1. 2010

Sports sponsors riskingreputation damage

Feature p8

PITMANS TIMES

Sport

SOCIAL MEDIASocial media is a cost effective tool tocompliment a campaign targetingcustomers or clients who may not otherwisebe exposed to your product or service.Social media advertising on Facebook orTwitter can be highly targeted from theuser’s age through to their exact locationensuring your product or service directlyreaches qualified potential purchasers.Why not try out social media for your next campaign?

WEBSITESIs it time to refresh your website? A websiteshould compliment and enhance your brand - it is often the first point of call for a newcustomer or client and should clearlyshowcase your offering. tta group haveproduced a range of websites for clients fromsimple community consultation websites tomulti-layered websites with sophisticatedfunctionality and Content ManagementSystems. From ensuring websites haveSearch Engine Optimisation (SEO) to increasevisitor traffic, to maximising user journeyexperience when they arrive at the site, thewhole process is carefully thought throughfor clients.

Luxury6 ttatimes | Edition one

Luxury products are most usuallymarketed through their powerfulbrand identities. For luxuryproperty developments, however,

names are often interchangeable due tostandardised design and branding. TheSunland Group and Versace are pioneeringan altogether new approach through thecreation of Palazzo Versace.

Palazzo Versace has been brandedthrough its design. These prestigious luxuryresorts, in Australia and Dubai, arefurnished with exclusive furniture andamenities by iconic luxury fashion brandVersace whose experience, quality andheritage in luxury design are legendary inthe fashion world and are now defining theexperience of staying at the Palazzo Versace.

This unique positioning should servethe venture well as customers look to buyinto trusted brands they associate withquality, exclusivity and attention to detailduring a period of economic turbulence.

A new show residence at PalazzoVersace Dubai was launched in November2010 providing a unique preview into thequality, uniqueness and grandeur that thePalazzo Versace brand is synonymous.

This fully ‘dressed’ 4,732 sq ft fourbedroom condominium complete with the elegantly styled Versace furniture,porcelain and linen demonstrate theluxury, fine attention to detail and lifestyleof the resort.

The commitment to quality and detailin the design and build up of PalazzoVersace Dubai is best demonstrated in theSunland Group’s recruitment of over 100skilled artisans from around the world, tocreate the exquisite mosaic and marblework displayed throughout the palace.

Palazzo Versace Dubai, now over 80%build complete and due to open in mid-late 2011, will feature 169 privateresidencies and 213 super-luxury hotelsuites in a 170,000 sq m palace completewith fine dining facilities, health spa,gymnasium and a Versace boutique,surrounded by elegantly landscapedgardens overlooking the Dubai waterfront.

With the unveiling of the showresidence followed by the creation of thefirst dressed hotel-suite, Palazzo Versacelooks on course to not only become aniconic statement of style and luxury livingbut to redefine the parameters of whatluxury property developers can achieve.www.palazzoversace.com

Versace looks to redefine the market

The power of Knightsbridge

Luxury products are most usually marketed through their powerful brand identities. For luxuryproperty developments, however, names are often interchangeable due to standardised designand branding. The Sunland Group and Versace are pioneering an altogether new approachthrough the creation of Palazzo Versace.

BY SOHEIL ABEDIAN, FOUNDING

DIRECTOR, SUNLAND GROUP

Christmas is comingttagroup offers a one stop Christmas solution. Whether you are looking for Christmas decorating services, gift wrapping, Christmas cards, calendars or a fun and unique gift for your clients tta can provide individual branding for all products ensuring your gift stands out and successfully promotes your brand. Christmas is fast approaching so get in touch soon and let ttagroup help you.

For more information contact Carly Wall today: 020 7886 0314 or email cwall@ttagroup.co.uk

You simply can’t help but beimpressed by Knightsbridge.Youcould describe Knightsbridge asbeing very much an island, in the

way it is neatly enclosed in a prime bubbleall of its own, with the serenesurroundings of Hyde Park to the north,Kings Road to the south and the NaturalHistory and Science Museums to the west.

Situated in the heart of London, it iseasy to see why so many overseas investorsare happy to wait to get their hands onproperty in Knightsbridge and why it standsapart from anywhere else in the UK capital.

It isn’t just the British who are awareof what is on offer in Knightsbridge. Theweakening of the pound has brought inbuyers from the rest of Europe, the MiddleEast and Asia, who are looking tosubmerse themselves in all that the areahas to offer. Indeed, Knightsbridge isarguably one of the best, most attractiveand most powerful brands that UK plchas to offer the world.

The combination of residentialdevelopments of exceptional 5-star

quality, with boutiques, elite bars andrenowned restaurants, lie at the heart of why it is such a desired destination.

That is before you even get aroundto the world famous Harrods departmentstore and the iconic Royal Albert Hall, allin keeping with the sophisticated lifestylethat makes it arguably the most exclusivedistrict of its kind in London, a village inthe heart of a famous world city whereeveryone wants to be seen.

Knightsbridge isn’t just global in termsof the residents though; its businesses arealso international, with Harrods itself theperfect example as a recognised iconaround the world.

If you are a fan of sport, you are neverfar away from the clamour for football, with Chelsea, who backed by the Russianbillionaire Roman Abramovich, one of thebiggest teams in the world to watch, andnearby Fulham, another popular “local” club.

Knightsbridge is home to some of therichest people in the world and HarrodsEstates - Knightsbridge’s leadingresidential estate agent - know exactlywhat it is like when dealing with theproperty sector and just how desirable anarea it has become.

Shirley Humphrey, Sales & Marketing

Director at Harrods Estates, commented:“Over 87% of Harrods Estates clients areinternational and 99.9% of those want tobuy or rent properties within walkingdistance of Harrods! There is an insatiabledemand for large lateral apartments in theheart of Knightsbridge, with 24 hour hotelstyle concierge, security and parking. Thelack of supply together with the weakenedsterling will continue to fuel prices.”

Derek Picot, Chairman of TheKnightsbridge Business Group, couldreadily be described as being as forthrightas anyone on just how exclusive a locationKnightsbridge is. The KnightsbridgeBusiness Group are an intimate collectionof influential companies spanning suchfields as luxury retail, hotels, finance andreal estate, who work together to promoteKnightsbridge to international and localaudiences, as well as attracting newvisitors to the area through individualbusinesses and as a group.

The Knightsbridge Business Group has many objectives and values that gotowards helping to make Knightsbridge a global brand.

Derek Picot commented: “We continueto showcase Knightsbridge as a globalbrand which offers a wealth of benefits

including commercial and tradingopportunities on the business side, offeringfirst-class amenities plus an unrivalledlocation for the leisure visitor. Recognisedas a premier international business andresidential area, a Knightsbridge address issynonymous with affluence and luxury, plusthe area continues to attract internationaland UK investors alike, cementing itsreputation as one of the most internationalhubs in London.”www.knightsbridgebusinessgroup.co.uk

BY ALEX LAWRIE,LUXURY EDITOR

Every capital city throughout the world has its own unique appeal to attract the global market,but when it comes to Knightsbridge, there is no need for the hard sell.

International News + Travel7ttatimes | Edition one

The first thing to remember whenmarketing a property abroad isthat there are a lot of similaritiesbetween how you would market a

property here and overseas, but one of thekey aspects that you have to take intoconsideration is the difference in how themedia works and how cultural differencescan impact your approach.

As MD of London Home Solutions, I have had the opportunity to work withsome of the leading brand names in theproperty industry and having lived inHong Kong, North America and London, I have had the chance to gain the globalexpertise you need when it comes tounderstanding international marketing.

Making sure that you have the rightagents name behind your brand can be a realasset, helping to raise your profile abroad.

Going beyond the agents, my top fiveguidelines to follow for marketing yourproperty abroad would be:

• Find out who the most influentialpeople are in the media and buildrelationships - attend meet and greets,local exhibitions, local events andensure you’re listed for notable award entries.

• Be careful with what you say and howyou say it, because abroad you may beprinted word for word, so you have totake that into account with theinformation you are giving.

• Past case studies using local buyers area good example of giving readers someoneto align with, because it will make themthink, if they can do it, then I can do it too.

• Don’t assume that people understandthe UK’s geography and addresses, so you need to be as descriptive aspossible when talking about the area,such as how close certain places are, access to airports, schools andattractions.

• Make yourself as market friendly aspossible when it comes to the lay-out of your website, making sure that it is in the right language and taking into account cultural differences: for example, some images you use may not be suitable.

I know first-hand what a challenge the international property market is. It is essential that you immerse yourself in the market and make sure that you have

physical presence when it comes to meetingthe right journalists and key influences.

Being as market friendly as possiblereally will help you build your profile inthe right way and allow you to get theexposure and recognition you need tomarket and sell your property abroad.Regina Poon is the Managing Director of London Home Solutions.Tel: +44 (0)20 7104 2388Email: info@londonhomesolutionsltd.com

The World comes to London’s doorstep

World Travel Market is thebiggest event in the travelindustry diary and representsthe only destination in the

world where anyone who’s anyone intravel meets, greets and signs the deal.

This year tta group will be there inforce, showcasing the exciting developmentsour international clients are unveiling andrubbing shoulders with the travel elite.

From the launch of Egypt’s first cablecar, to the growing structure of the PalazzoVersace Dubai and the start of constructionat a new luxury district in Marrakech,exciting news is in full flow.

Egypt has been a big hit this year andhot new developments have included AmerGroup’s Porto World resorts and thestunning Port Ghalib Red Sea development.

The Porto World resorts located onboth the Red Sea and Mediterranean Seabring together a desirable blend ofresidential and hotel accommodationproviding a new Egyptian experience forthe UK marketplace. Boasting spas, diving,family friendly facilities and easily accessedfrom the UK and continental Europe the resorts showcase numerous uniqueattributes including Egypt’s first mountain

cable car system, Egypt’s first mountainbeach and the world’s largest dancingfountains.

Port Ghalib located on the Red Sea is another exciting project for Egypt. A luxury US$2 billion development, theresort offers five star hotel accommodation,golf, conference facilities and residencesplus an International marina, Egypt’s firstSix Senses spa and a shopping complex.With prices starting as low as £52,000, it’sno wonder visitors from the UK are optingto buy a slice of the Egyptian coastline.

Back in North Africa, Aerium AtlasManagement has begun work on what isset to be a unique development in

Marrakech. Bringing a taste of glamourousMonte Carlo, the retail majesty of BondStreet and the cosmopolitan ambience ofMarrakech together, in a perfect blend of style and sophistication, JawharMarrakech provides world-class

accommodation with a five star hotel plusindividual luxurious private residences. In addition to stunning landscapedgardens, interiors by leading designersand a magnificent ESPA spa within theresort, the surrounding Menara districtwill also offer unrivalled shopping anddining facilities.

Investment in international propertyand leisure tourism during 2010 hasremained relatively stable despiteeconomic upset, with North Africa and theMiddle East being recognisable hot spots.

Current trends and a positive outlooktowards 2011 have industry expertspredicting a similar pattern over thecoming year. The question is, who will jointhe current ‘in crowd’ in 2011 as desirabledestinations? The Caribbean is continuingto hold strong, Mexico is climbing backinto favour and Europe will be doing itsbest to recover from hard times. The yearahead looks to be an interesting mix ofreturning old favourites and emerginglong-haul debuts.

All eyes are on the travel industry. Who’s launching what? Who’s flying where and, of course,who has survived what has been a testing year in the industry.

TTA GROUP WILL BE THERE INFORCE, SHOWCASING THE

EXCITING DEVELOPMENTS OURINTERNATIONAL CLIENTS

ARE UNVEILING

BY REGINA POON, MANAGING DIRECTOR, LONDON HOME SOLUTIONS

BY LENA DAY, INTERNATIONAL PROPERTY REPORTER

Marketing your property internationally

Sport8 ttatimes | Edition one

Colchester United, like manyother clubs, had the dream ofbuilding a modern stadium thatwould propel the club to even

greater success. The club fulfilled part of this dream

when they completed building work on a10,000 seat new stadium in 2008. Thenext challenge was to find someone withstrong ties to the local community whowould be interested in sponsoring thenew ground.

Step forward Essex-based propertydeveloper Weston Homes, who signed a£2 million 10-year deal with ColchesterUnited, the biggest in the club’s history,to name the new ground the WestonHomes Community Stadium.

Weston Homes was founded in 1987by Chairman and Chief Executive BobWeston (pictured above right), to providequality new homes for sale throughoutLondon and the South East region.

The group already has strong links withthe Colchester area, acquiring their firstsite in Hawkins Road, in 2005, whichbecame QV, a highly successful 158-apartment development.

Since then the group has launched theColchester Business Centre, and anothermixed-use development, Hawkins Wharf,comprising over 200 apartments, officeand retail space, in the same location aspart of the regeneration of the Hythe area.

This is Weston’s first foray into theworld of football. Bob Weston commented:“Our sponsorship of Colchester United’sstadium is the beginning of many morethings to come. We aim to be a big part of

the Colchester community not only throughour sponsorship and support of ColchesterUnited, but also through the social andeconomic initiatives we have undertaken.”

On the pitch, Colchester United havemade a solid start to the season in LeagueOne, as they look to better last year’sposition of finishing just outside the play-offs.

In fact, it was Colchester’s form at theWeston Homes Community Stadium lastyear that provided a platform for theirtop-six finish and it is hoped that goodhome results will be pivotal to furthering

their promotion hopes this time around.The Weston Homes Community

Stadium realises a dream for ColchesterUnited, but for Weston Homes it is part of a wider, long term investment in thecommunity, signalling their commitment to the regeneration of the area, or, as Bob Weston puts it: “We intend to grow the strength of the community byproviding high standard homes,commercial opportunities that support up and coming businesses and many more youth-oriented initiatives.”www.weston-homes.co.uk

ttagroup7 Hertford StreetLondonW1J 7RHT: +44 (0)20 7886 0300www.ttagroup.co.uk

BullnoseDuval HouseHigh Street HarmondsworthUB7 0BTT: +44 (0)20 8754 8706www.bullnose.co.uk

Football is constantly evolving, and clubs arealways looking at how they can best use theirresources to compete at the top level. ColchesterUnited, like many other clubs, had the dream ofbuilding a modern stadium that would propel theclub to even greater success.

THE WESTON HOMES COMMUNITYSTADIUM REALISES A DREAM FORCOLCHESTER UNITED, BUT FOR

WESTON HOMES IT IS PART OF AWIDER, LONG TERM INVESTMENT

IN THE COMMUNITY

DisclaimerCopyright in all published text and materials including photographs, drawings and images in this publication belongs to ttagroup and/or relevant third parties, as appropriate. Accordingly, neither the whole nor any part of this publication may be reproduced in any formwithout the prior written permission of ttagroup and/or the relevant copyright owner. Views expressed in the articles, opinions and letters appearing in this publication do not necessarily reflect those of ttagroup. Further, whilst all reasonable steps have been taken to ensurethat everything published is accurate and not misleading, ttagroup does not accept any responsibility for, or liability in respect of, any errors or omissions, or any resulting loss or damage whatsoever and howsoever caused. Readers have the responsibility to thoroughly checkfor themselves any and all facts referred to, or opinions expressed, in this publication before acting, or in any way relying, on those facts or opinions. All trademarks are acknowledged. All Rights Reserved. ©ttagroup 2010

Contact ttagroup

ContributorsTricia Topping Editor in Chief E:ttopping@ttagroup.co.uk

Alex Lawrie Luxury Editor E:alawrie@ttagroup.co.uk

Hugh Worskett Editor E:hworskett@ttagroup.co.uk

Peter Walker News Editor E:pwalker@ttagroup.co.uk

Andrew Jefford Business Reporter E:ajefford@ttagroup.co.uk

Penny Norton Social Media Reporter E:pnorton@ttagroup.co.uk

Giles Milner Feature Editor E:gmilner@ttagroup.co.uk

Carly Wall Marketing Editor E:cwall@ttagroup.co.uk

Nicola Gee Creative Editor E:nicola@bullnose.co.uk

Lena Day International Property ReporterE:lday@ttagroup.co.uk

Oliver Pratt News Reporter E:opratt@ttagroup.co.uk

Dean Simmons Sports Reporter E:dsimmons@ttagroup.co.uk

Camilla Warr Event Correspondent E:cwarr@ttagroup.co.uk

Special thankstta group wishes to thank Soheil Abedian of The Sunland Group, and Regina Poon of London Home Solutions, for theircontributions to this edition of the tta times.

GREEN PARK

HYDE PARK

Weston Homes helpsColchester United achievenew ‘Field of Dreams’

BY DEAN SIMMONS, SPORTS REPORTER

Join in online at:

twitter.com/ttagrp tta group ttagroup property marketing

Tricia ToppingChief Executivettopping@ttagroup.co.uk

Alex Lawrie Group Client Services Directoralawrie@ttagroup.co.uk

Marketing enquiries:

Carly Wallcwall@ttagroup.co.uk

Nicola Geenicola@bullnose.co.uk