The municipality of Kristinehamn had decided to sell parts of Gustafsvik Manor Park, an area with a long history and great local significance. The goal was to create a sales process that would both preserve the site\u2019s historical values and attract buyers with a vision for the future. At the same time, the municipality wanted to maximize the sale price and ensure that the sale attracted attention beyond the local market. The challenge was to stand out among the multitude of real estate listings\u2014and reach potential buyers who might never before have considered purchasing a manor house in Kristinehamn. <\/p>\n\n\n\n
The strategy was based on framing the manor park within a narrative that made the sale unique and newsworthy. The property was personified in the campaign concept \u201cGustaf S. Vik\u201d<\/strong> \u2014a character who was looking for a new life partner who could take care of the place and develop it further. By using personal ads as a metaphor for the real estate listing, a creative narrative was created that both attracted attention and highlighted the property\u2019s history. A key element of the campaign was having Gustaf S. Vik search for love on Tinder<\/strong>. <\/p>\n\n\n\n The campaign combined creative PR strategies with traditional press relations.<\/p>\n\n\n\n The most important initiatives were:<\/p>\n\n\n\n Transparency was a key principle throughout the entire process, both in communications regarding the sale and in the dialogue with residents and the media.<\/p>\n\n\n\n The campaign generated a lot of attention and helped achieve the sales goals.<\/p>\n\n\n\n The results included:<\/p>\n\n\n\nImplementation<\/h2>\n\n\n\n
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Results<\/h2>\n\n\n\n