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Knight Frank: Drawing Downton links to let a luxury mansion

Working Word was commissioned by Knight Frank’s luxury residential lettings team to facilitate a short term project to promote Tythegston Court. The magnificent family estate in South Wales had become available to let at a cost £5,000 a month.

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Objectives
  • To integrate with a Knight Frank-led marketing campaign, generating media interest in the Tythegston estate in order to find potential customers who were interested in letting the property.

Our approach
  • With Downton Abbey being one of the biggest TV shows of the time Working Word drew comparisons between the fictional and real properties and sold in the story to local and national media

  • Working Word made contact with the likes of Cardiff City, Cardiff Blues, BBC Wales and Welsh Government inward investment teams, who may be in contact with high net worth individuals who would be interested in the Tythegston estate.

Results
  • Media coverage was achieved in all target South Wales based publications, including the front page of the Western Mail and several double page spreads (Western Mail, South Wales Echo, Glamorgan Gazette, Cardiff Life)

  • Mail Online, the world’s most popular news website, carried a splash on the story pointing out the fact the rental cost was similar to a two-bed flat in Kensington

  • As a result Knight Frank received several serious enquiries about the estate from both national and international sources.

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