Christie’s International Real Estate

by Client: Christie's International Real Estate
The Brief

For the ultra wealthy, owning a truly remarkable home is a defining component of a curated luxury lifestyle, and the transaction route is particular to those who can afford seven or eight figures. They are able to purchase anything they want via any agent. We need to give them reason to choose an exclusive affiliate of Christie’s International Real Estate (CIRE).

We have two audiences in mind: the well-travelled, ultra-wealthy consumer, and the professional, sales-focused CIRE affiliates.

The Challenge

Increase engagement with buyers, sellers and CIRE affiliates by positioning CIRE as the authority on the global luxury property market.

Creative Approach

Editorially, we cover everything luxury – design, travel, architecture, style, interiors, gastronomy – as well as the art-related stories you’d expect from a brand owned by a venerable auction house.

Separately, we produce c. 200 property ads per quarter, including managing a watertight approvals process with more than 140 CIRE affiliates around the globe. It’s a complex project, and we make it seamlessly simple for our client and the affiliates, using a series of elegant templates designed for both aesthetics and efficiency.

The Results

The account has grown from one quarterly printed publication in 2012 to become a truly global multi-channel proposition, including translation into Mandarin Chinese and Russian; curation, editorial, photography and art direction for the annual Luxury Edition coffee-table book; content for the Luxury Defined website.