” Share our Passion “

In order to add value to the real estate developments and to differentiate from the competition, a new positioning and strategy was developed: offering unique services to La Perla’s customers to make their lives as easy as they wanted it to be. After a pilot period at the French rental properties, it was rolled out across the company together with a new corporate name: La Perla Living.

A new corporate division, Club la Perla Living, was created to coordinate the service activities. The concept was made tangible at every project through a Club Desk, and a La Perla Cafe (‘a place to meet & greet’).

The new company positioning, in summary: “At La Perla, our passion is to create and share an exceptional living experience by developing exciting homes and offering outstanding services at unique locations around the world”.

This key message, and the three pillars on which it was based – exciting homes, outstanding services and unique locations – were strongly profiled and communicated in many ways and channels. These included a new logo and payoff (‘Share our passion’), a corporate brochure and video, a quarterly magazine, showrooms in the Netherlands and the United Kingdom, and presence at relevant fairs and exhibitions.

The concept proved to be highly appealing, and a new residential project – La Heredia de Monte Mayor – was launched at the Monte Mayor development.