Mission Marketing : /Story launches creative campaign to promote a £1 billion new community near Aberdeen

Story, part of the mission, has launched a creative campaign for Stewart Milne Group to promote Countesswells, an exciting new community planned for the western fringes of Aberdeen.

Countesswells - a place already prized for its great beauty and heritage - is now poised to become a very special place to live. Once built, it will offer an inspirational way of life, with 3,000 new homes, three purpose-built schools, parkland and commercial space, woven harmoniously into 410 acres of rural landscape.

Story's challenge was how to create desire for a community that is yet to exist. With no physical place or homes to showcase, Story focused the branding and advertising on the emotional promise of what life at Countesswells would be like, using the positioning of 'Where home is far from ordinary. And close to everything that matters.'

Using aspirational lifestyle photography, CGIs and emotive language, the campaign paints a magical and tantalising picture of life at Countesswells - a place that offers something for everyone, whether first-time buyers, families, downsizers or business owners.

Story designed a brand identity that builds on the heritage and prestige of the area. It is now being rolled out with a multi-channel campaign, including 10' TV spots, website, direct mail, press and email marketing. Its launch marks the beginning of a 15-year communication plan that will follow the development of Countesswells, from conception to completion.

Sue Mullen, Managing Director of Story, said: 'This is a very exciting campaign that we are delighted to see come to fruition. From an early stage, we identified that a key attribute of Countesswells is that it is extremely well connected: connected to Aberdeen city centre; connected to the countryside; connected to schools and parks; connected to all the amenities that a community needs. The brilliance of this campaign is the way it puts future buyers at the heart of all these desirable things - and that's something we believe will connectwith them.'

Carolanne Dieleman, Group Sales and Marketing Director at Stewart Milne: commented: 'We are really thrilled to see the campaign unfold and come to life. Story understood what was different about this place - that it was more than just a development of houses, but a brand new community in its own right. They have created a campaign that is engaging, aspirational and emotive - everything we would want to convey about Countesswells to our future buyers.'

Story is part of The Mission Marketing Group plc (the mission), the marketing communications and advertising Group including April Six, Bray Leino, bigdog, Chapter, Mongoose, Proof, RLA, Robson Brown, Solaris, Speed, Splash and ThinkBDW.