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Building the Blue Mountain brand in Sri Lanka

The company has embarked on a branding and integrated communications campaign to strengthen its position as a leader in Sri Lanka’s dynamic real estate industry January 28, 2016: Sri Lanka’s leading real estate giant, the Blue Mountain Group, recently selected Leo Burnett Solutions Inc. (LBSI), as its marketing communications partner. Blue Mountain has embarked on a branding and integrated communications campaign to strengthen its position...

The company has embarked on a branding and integrated communications campaign to strengthen its position as a leader in Sri Lanka’s dynamic real estate industry

January 28, 2016: Sri Lanka’s leading real estate giant, the Blue Mountain Group, recently selected Leo Burnett Solutions Inc. (LBSI), as its marketing communications partner. Blue Mountain has embarked on a branding and integrated communications campaign to strengthen its position as a leader in Sri Lanka’s dynamic real estate industry and will thereafter focus on strengthening its global brand presence.

Following a competitive pitch process, Leo Burnett was selected as Blue Mountain’s partner and is now executing a holistic marketing communications campaign for the brand and its numerous real estate projects across Sri Lanka. Leo Burnett is deploying an integrated campaign that has been designed to create awareness of the Blue Mountain brand and build its reputation.

The campaign is aligned with the company’s organisational objectives and will strive to increase awareness of the corporate brand whilst simultaneously building Blue Mountain’s reputation. It highlights how the company is on par with leading international real estate giants and has an asset base of over Rs. 14 billion, over 30,000 land plots and nearly 200,000 satisfied customers. The campaign also features the company’s accomplishments, key partnerships, its commitment to the environment and sustainability as well as the advances it has made in applying the latest technology and design concepts to the real estate industry in Sri Lanka.

Diverse offering

Blue Mountain specialises in land sales and real estate developments ranging from luxury residential plots to commercial properties and world class apartments. The company focuses on delivering excellence through innovative design, superior standards of construction and customer service with a focus on the community and environment. Its commitment to give back to the environment by dedicating 10 perches of the land area of each project to nature is an important commitment that the company has taken as a responsible real estate developer which is conscious of the country and its future.

It has already received high acclaim for its vast service offering and its gated community development concept. It recently won international recognition with a 5-Star award at the prestigious Asia Pacific Property Awards Summit (APPAS). The company is now focused on strengthening its brand presence both in Sri Lanka and Australia. Leo Burnett will work closely with the team at Blue Mountain to deliver the brand’s promise through a variety of touch points.

Brand’s strategic focus

The communications strategy was developed to effectively convey Blue Mountain’s strengths, USPs, accomplishments and pioneering spirit. The key objective of the campaign was to elevate Blue Mountain’s corporate brand and establish its unique prowess and prestige. The campaign features a mix of integrated tactics and incorporates brand planning, mass media, PR, digital media, outdoor hoardings and activations to target a diverse array of stakeholders.

A new partnership

Blue Mountain’s partnership with Leo Burnett Solutions Inc. (LBSI) has grown from strength to strength through the delivery of this cutting-edge campaign. LBSI, the local office of the global advertising network Leo Burnett Worldwide, is one of the most awarded and recognised agencies in the country. Leo Burnett works with a prestigious portfolio of local and global brands. Its HumanKind approach helps the agency build powerful brands and meaningful partnerships with its clients. The agency is celebrating 16 years of success in Sri Lanka this year. Leo Burnett recently won the highly coveted Graphite Pencil at the D&AD (Design and Art Direction) Awards 2015. The agency has also received significant recognition at the world’s most reputed creative communications awards shows, including the Cannes Lions Festival of Creativity, Campaign Asia, Spikes Asia, ADFEST, AD STARS, the CLIOs, LIA, Red Apple and many more.

Commenting on Blue Mountain’s partnership with Leo Burnett, Dr. Hiran Hettiarachchi (MBBS-Colombo & MBA-Australia), Chairman, Blue Mountain, stated, “We are delighted to embark on this new partnership with Leo Burnett. The agency was selected after a thorough evaluation process. The integrated campaign proposed by the agency aptly answered our brief. Leo Burnett is a highly respected agency in the marketing communications industry and we are happy to establish a partnership with an agency of this repute. I hope that this partnership will help strengthen the Blue Mountain brand, enabling us be known as the leader in the real estate industry, especially in Sri Lanka.”

Ranil de Silva, Managing Director of Leo Burnett Solutions Inc. (LBSI), stated, “It is an honour that we have been selected to partner a visionary 21st century company such as Blue Mountain. The vision of its Chairman Dr. Hiran Hettiarachchi is very inspiring. We are committed to helping him take Blue Mountain to greater heights. The brief and the challenges posed to us are very exciting. We look forward to building a mutually rewarding partnership with Dr. Hettiarachchi and his team.”

Advancements in the digital arena

The company recently forged ahead with its ongoing digital expansion effort by launching its new Facebook page. Developed by the illustrious ‘We are Designers’ studio, this digital platform complements the recently launched website. It showcases Blue Mountain’s diverse offering and provides a more engagement driven customer experience. The Facebook page not only strengthens Blue Mountain’s online presence, it provides real-time interaction with customers and provides them with a means of addressing their concerns and inquiries. The Facebook page has a modern, chic and elegant look and showcases the group’s activities whilst communicating its core values of quality, integrity, and professionalism.

The new Facebook page will help the group to engage with existing and potential clients, by providing regular updates on operations, such as new land launches, and even new promotions and special offers. Customers will also be able to identify investment opportunities and enlist professional assistance from the group to find a property or land solution within their budget, in the location of their choice.

Blue Mountain also recently launched its new website, which truly reflects the professional services and international standard of the company’s real estate offering. Developed by RukiZone, a leading web solutions company in Sri Lanka, it has an attractive interface and easy-to-navigate features to facilitate access to Blue Mountain’s wide array of real estate services. Blue Mountain is revolutionising the local real estate industry through its expertise and knowledge in the domain, and the launch of this world-class website will enable prospective and existing customers to sample the superior service they can expect from the company.

About the company

Blue Mountain is a full service real estate company in Sri Lanka which has diversified operations that extend across the areas of land sales, apartment development and construction. The company is one of the most trusted and reliable real estate companies in the country, with a total asset value of Rs. 14 billion and an employee force of 2,100. The company uses high-tech information systems and has set the benchmark in the industry by being the first ERP based real estate company in the country. It recently introduced its IT squad, which was developed under the leadership of internationally recognised consultants, who facilitated the use of an IFS system which is valued at Rs. 100 million.

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