Friday 18 October 2019

Louise joins steamy house ads to liven up a flat market

Anne-Marie Walsh

FIRST it was frolicking beside the fridge. Now a celebrity couple are being used by Dublin developers to shift a few houses and apartments.

Stanley Holdings flew in English pop star Louise Redknapp and former Liverpool footballer Jamie Redknapp in an effort to convince homebuyers that they can enjoy a glamorous lifestyle near Donaghmede on Dublin's northside.

The couple, who charge an appearance fee of around ?20,000, are the latest weapon in the company's marketing arsenal to promote its ?1.2bn development.

Their efforts are being interpreted as another sign that developers are struggling to sell units as the property market cools.

The developer recently caused a stir with steamy advertisements that seemed to suggest you could improve your sex life by buying a property in the Belmayne estate.

They also suggested that it might be best to go for a home that was not overlooked. Ads included a couple entwined on top of a kitchen cupboard. The strapline read: 'Something's cooking @ Belmayne'.

Another ad showed scantily-clad women lounging on a bed as a man looked on, with the catchline 'After hours @ Belmayne'.

In the developer's latest publicity stunt, the Redknapps partied in Dublin last night at the launch of phase two of the 2,300-home estate. Prices range from ?275,000 for a one-bedroom apartment to ?365,000 for a three-bedroom apartment.

Garden designer Diarmuid Gavin and interior designer Laurence Llewelyn-Bowen have added the finishing touches.

Speaking at the launch of the second phase yesterday, LM Developments director Donal Caulfield said all advertising for property developments tended to be the same.

"We really wanted to change all that and inject some energy and imagination into promoting Belmayne and distinguish ourselves from other developments. That imagination even extends to the colour of the tarmac on the roads in Belmayne which we decided would be sand coloured, rather than black, to help lift the spirits."

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