Everyone has been talking about the provocative advertisements for Belmayne, a housing development on the Malahide Road in Dublin 13, and Monday night's launch party was an eye-opener too.

Property people turned out in force at the scheme's space age marketing suite, where champagne was on tap all night long.

Rival developers pondered the racy marketing strategy and the lower than expected prices. Is this what you have to do to sell apartments these days?