Novaya Borovaya: double creative idea

The VI international marketing and advertising festival “Bely Kvadrat” took place in Minsk on the 24-26 of April. This year representatives of 21 countries took part in it.  The participation of “A-100 Development” in the festival in the competition

The VI international marketing and advertising festival “Bely Kvadrat” took place in Minsk on the 24-26 of April. This year representatives of 21 countries took part in it. 

The participation of “A-100 Development” in the festival in the competition of young creators’ most original concepts for promotion of a new residential area in the Internet became the outstanding event.

Our company participates in the festival as a partner for the first time. That’s why it was nice to see the interest of the audience to a new A-100 project – the area “Novaya Borovaya”.

The journalist asked the Director of the company Svetlana Shevlyk about the branding of the territory, the importance of creation of comfortable and bright urban environment, creative principals of work of “A-100 Development”. Here are some quotations from the interview:

I suppose that in Belarus the companies which specialize in building and real estate management not often participate in the marketing and advertising festival. But for us it is already quite a natural thing. “A-100 Development” doesn’t built square meters, we create urban environment. It is impossible to do this without creating the brand of the territory where the residential area will be.

We already have successful experience in creating the complete brand of the residential area. I mean the area “Zeleny Bor”. Eight years ago it was wasteland 6 kilometers far from the ring road. Nowadays it is a well-known area with recognizable attributes and its clear value system which includes ecology, brightness, health, family, society. “Zeleny Bor” as a strong brand even has its own fans.  

Probably if we just did our job well, I mean building, some brand elements would arise spontaneously. But I am sure that the considerable part of the success in real estate, including commercial one, can be explained by a strong marketing concept and its creative implementation.

“Novaya Borovaya” is not just a district. It is an area and scope of tasks that we are facing. From the very beginning we are going to develop it as a modern European area for active people, unlike any other area in the city. “Novaya Borovaya” will combine such elements as smart and social-city (the two most relevant concepts in town building).

The base of “Novaya Borovaya” brand is being laid today. The creative process is going and the competition of young creators in the framework of “Bely Kvadrat” is a part of this creative process. The epicenter of the Belarusian creative idea is here. In my opinion modern youth (20-25 years old) are a real creative class with high level of internal freedom and European way of thinking.

Young creators suggested a lot of fresh creative ideas. The most effective ones will be used for launching “Novaya Borovaya” on the market.