It’s grim up north.

Unless, that is, you are living in the Turnbull building, as a proud owner of one of Newcastle’s first one million pound apartments.

This campaign included online, print and traditional media.

It used a simple psychological tactic: urging people not to tell anyone else about this exclusive development, ensured they felt absolutely compelled to mention it to everyone they knew.  

The apartments all sold out.

Job done, then.