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Renovated and refurbished in the spring of 2007, the «Veranda More» (Sea Veranda) is once again turning into an informal sales office of apartments at the Seaside House complex. The outdoor cafй on Krestovsky Island is located between Martynov Embankment and the Northern Road, at the butt end of the Row Channel, next to the luxury Seaside House complex – one of the most interesting, sophisticated and expensive projects of the Corporation.
For the first time in the practices of real estate promotion a new technique has been applied combining direct marketing, event marketing and trade marketing with a concept based summer cafй serving to draw the attention to, improve the recognition and develop the image of a construction project based on communication with the target and supplementary audiences using various promotional and PR instruments.
The guests are guaranteed to have a chance to relax with their family members to soft blues and jazz music. The cafй offers its customers sling chairs, hammocks and plaids, various games, WiFi access and a parking lot.
The key purpose of the project is to promote the Seaside House. Package promotion includes both background communication with the consumer using the most diverse advertising vehicles and proactive communication by means of organizing presentations and festivals for the target audience. Every weekday concerts will be held there. Another important objective is promoting Construction Corporation Vozrozhdenie Sankt-Peterburga (Construction Corporation Renaissance of Saint-Petersburg) as the market leader by means of a large number of various format PR actions.
The market today is turning more competitive and tough with competition growing, more choices offered to the customer and the customer getting more demanding. So the market players find it increasingly more difficult to attract and persuade potential clients, develop their loyalty to the product (houses built) and the construction companies themselves.
How does the consumer see, hear and feel himself? What is his idea of the product? How to make sure the customer will care for the product and this “love affair” will last for the whole life? Those are the marketing questions so important for the leader company. Construction Corporation Vozrozhdenie Sankt-Peterburga (Construction Corporation Renaissance of Saint-Petersburg) has succeeded in giving up outdated stereotypes, developing a new vision of communication with the consumer and discovering new opportunities.
Why is the cafй called “Veranda More” (Sea Veranda)? SEA because when in the cafй one can enjoy a gorgeous view of the Row Channel going into the perspective of the Gulf of Finland. VERANDA because both the building concept and the cafй design are styled as a true European veranda.
The key element of the cafй dйcor is its self-sufficient environment – a splendid view of both the water and the verdure, the air and energetics of Krestovsky Island. The «Veranda More” (Sea Veranda) and the Seaside House do not only provide for a play of meanings but successfully complement each other. The Seaside House is the image of a dream in modern man’s consciousness. This image will come true tomorrow but to give one a chance to visualize this dream as much as possible, to fill the Seaside House with energy and life as soon as possible, the “Veranda More” was conceived. Comments made by ”Veranda More” (Sea Veranda) guests in the summer of 2006. Fabricio Guardi, founder and co-owner, French-Italian financial corporation FG Global Finance Inc. In 2005, he was included in the top 50 richest Europeans, according to Forbes Magazine. “I have always thought the most beautiful place in the world is my house in Monaco and its environs. But after visiting the ”Veranda More” I may change my opinion. My wife is from St. Petersburg, and we came here to open a branch of my bank and my company selling expensive yachts. Arina has told me a lot about the “Veranda More” and now I understand why for days on end she has kept hinting at buying us a new flat “somewhere on Krestovsky Island, near the Yacht Club.” I suspect that next time the purpose of my trip to St. Petersburg will be buying a dwelling for our family.”
Elena Badmayeva, dress designer. “The place is perfect! It is for a long time that I waited for a home-like spot to finally spring up on Krestovsky Island. I was pleased with the service – the waiters and barmen were sincerely doing their best to make the customers happy, and it is really nice of them.” Irina Zhelyaskova, owner, Small People boutique and La Sante pharmacy. “We had such a smashing time at the opening of the ”Veranda More” that now we feel like coming exactly here every evening. No spa centre or massage can compare to the therapeutic impact produced by sunset.”
Yekaterina Valova, writer, Alexei Levchuk, architect. “This is the only place in town good for high-end family-style leisure that you can come to with your children. The audience is very nice so we’ve been coming here almost every day, and see only good faces. We are thinking of getting a flat at the Seaside House and next week we are going to enquire about the prices." Maria Almakaeva, deputy general director of Kerry Trade House, co-owner of Pushka Inn restaurant. “I would say it is a place for one’s soul to relax.” Vladislav Kozlyakovsky, top manager, Red Fox company. “I was impressed by the interior, simple and stylish. And I liked the idea of having book shelves and night film shows very much. And also, I took a fancy to the Seaside House itself because I’ve been looking for an apartment at a house under construction so I’m going to contact Vozrozhdenie (Construction Corporation Renaissance) to find out more details.” OAO Construction Corporation Vozrozhdenie Sankt-Peterburga (Construction Corporation Renaissance of Saint-Petersburg) is the leader of elite residential construction in St. Petersburg. The corporation was founded in 1994. Over 13 years of operation Construction Corporation Renaissance of Saint-Petersburg has successfully implemented 29 projects in the most prestigious, challenging and important parts of the historical centre of St. Petersburg i.e. nearly 50 residential building and 6 business centres. Currently work is underway to construct Phase 1 of the Gala Quarter – the first posh neighborhood in St. Petersburg, two new houses of the Kamennoostrovskaya Collection, and deluxe class residential complexes – Seaside House and 60 Shpalernaya (Phase 3). The construction of the Smolny Quarter and a new complex at 63 Suvorovsky Prospekt has started. In the 1st quarter this year, residential building Konung (3 Severny Val, Vyborg) was commissioned as well as the Apollo business centre rated as Category A, the highest category possible.
LSR Group is a diversified holding company, a leader of the Russian construction industry. Its core business areas are building materials manufacturing, construction and real estate development. The Group includes enterprises for aggregate extraction and processing, building materials manufacturing and transportation, and housing construction – from mass market large-panel housing to elite residential property built after designs made by leading domestic and foreign architects. LSR Group comprises over 20 business units having a total of approx. 14,000 employees.
Enterprises of LSR Group: No.1 in Russia by ceramic brick production No.1 in Russia and Northern Europe by aerated concrete production No.1 in Russia by construction aggregates production No.1 in Russia by ready-mixed concrete production No.1 in St. Petersburg by elite real estate development No.1 in St. Petersburg by reinforced concrete structures production No.1 in St. Petersburg by large-panel housing construction.
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