CLIENT PROJECT
STRATEGY | SOCIAL MEDIA MANAGEMENT | CREATIVE DIRECTION | CONTENT CREATION | COPYWRITING
‘ART OF LIVING’ SIGNATURE SERIES FOR JOHN TAYLOR SANTA PONSA
John Taylor Santa Ponsa is a luxury real estate agency based in Mallorca’s Southwest specialised in providing a bespoke service to high-net-worth and ultra-high-net-worth individuals looking to buy their new luxury home on the island. Since the summer of 2022 we have been working together to increase their brand recognition as a leading real estate firm on the island and reaffirm their position in Mallorca’s luxury market. The ‘Art of Living’ signature series emerges as part of this strategy.
As part of the Artcurial Group, John Taylor holds strong ties to the international art market and is linked to a wider network specialised in the intermediation and sale of exceptional luxury goods. After careful analysis of the brand’s positioning and its target audience, and with the principal objective of increasing their brand recognition and reaffirming their positioning in mind, we identified its connection to the global art market as a distinctive feature of the John Taylor brand and a differentiating factor from other real estate agencies operating on the island, as well as an added value for their customer base.
As a result, we created a content strategy with the aim of strengthening the brand’s synergies to the art world with a more localised approach to the island. Based on this strategy, we took the lead in ideating and executing a signature series that would nurture existing and establish new relationships with key brands, tastemakers and artists on the island, increase brand recognition and reaffirm John Taylor’s positioning as a leading real estate firm in Mallorca.
‘Art of Living’ is a series of artist interviews about Mallorca as a home and source of inspiration that recognises local talent and combines John Taylor’s appreciation for artistic talent and luxury living. In these interviews we take the artists beyond the canvas to consider how Mallorca has and continues to influence their work. Working in collaboration with local art galleries and artists, we executed this project from inception to final delivery – including its strategy, storytelling, creative direction, interviewing, filming, photography, editing and copywriting.
KEY METRICS
+49K IMPRESSIONS
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THE CLIENT’S THOUGHTS
“It’s incredibly hard to stand out in such a competitive market as Mallorca. Dendra Studio made a thorough analysis of what John Taylor and the Artcurial Group stand for. The ‘Art of Living’ series combines art and living in Mallorca in a way that perfectly marries both company’s core values. This was carefully developed into a series of interesting interviews with both local and foreign artists. The goal is to go a step further than what is viewed as traditional real estate content and offer a broader perspective about what it is to live in Mallorca from multiple viewpoints – including real estate, lifestyle, arts and business. We believe that Dendra Studio has achieved this, and we will continue to work on this exciting project together.”