Sector expertise/Consumer property marketing and promotion/Second Home Nova Scotia

Chelgate has produced astounding results for Second Home Nova Scotia since its launch in July 2007. From a standing start, publicising a new company promoting property in an obscure Canadian province, Chelgate has generated a staggering US$618,000 (advertising equivalent value) worth of UK media coverage in the first twelve months. Coverage has included major feature articles in the UK’s national papers, providing high market penetration in reaching potential consumers. Coverage included:

• The Times (Circulation: 636,000) - around a page
• The Observer (Circulation: 445,000) – front cover of its property supplement and almost two pages within it
• Sunday Telegraph (Circulation: 637,000) – around half a page
• The Independent (Circulation: 240,000) – full page
• Daily Express(Circulation: 794,000) – full page
• Sunday Mirror (Circulation: 1,428,000) – double page
• FT (Circulation: 426,000) – a half page feature in the property supplement and regular appearances in weekly Take 5 property feature.

The total number of potential buyers reached by coverage in the FT alone was around seven million.

Additionally, Chelgate developed and launched the Second Home Nova Scotia website (www.secondhomenovascotia.com), including extensive online marketing and search engine optimisation. The approach was to develop a content-rich website which would provide all the information about Nova Scotia a potential purchaser could need. This included general information about Nova Scotia, its geography and climate, the legal system and steps to buying property, how to get there, details of immigration and import regulations, financial information, and even suggested reading to find out more detail about the area and the country. The website also provides comprehensive details of properties available in Nova Scotia, which are searchable by a variety of criteria.