The Challenge
Major developer Latimer wants to make an impact in the North of England, through the landmark developments they build and the lasting legacy they create. The task was to establish the business’ voice in the sector and business community, while shining a spotlight on the cornerstone developments they bring to the region. Our specialist property team in the North were ready to earn their stripes.
Our Response
Our North team’s in-depth knowledge of the business community and property sector in the region meant we could quickly deploy a programme of activity that put Latimer on the map.
Our B2B strategy saw us generate expert commentary in key titles, speaker slots at high profile events, and one-to-one site visits with leading influencers and stakeholders. A media day resulted in widespread coverage and lasting strategic relationships that helped elevate Latimer’s status within the business community and sector.
Turning to consumer awareness, tailored creative ideas and executions were developed for each key site, including High Definition in Manchester, which included a destination campaign around MediaCity itself, a student challenge with the University of Salford, an interiors story linked to hit TV show ‘The Queen’s Gambit’ and a strategic partnership with leading title, Manchester’s Finest.
A brief to own the conversation and drive awareness of shared ownership saw us partner with leading finance influencers, generating widespread broadcast coverage and clocking up significant social engagement.
Impact
Business profiling outreach led to new and strengthened relationships with key stakeholders in local government and the wider property sector. We established Latimer as a champion of shared ownership – highlighting the business as a socially responsible developer providing realistic routes to home ownership.
Thought leadership on the trend for people to return to city living post-pandemic allowed us to reach property investors through key property titles, Property Week and Property Wire.
Our B2C work generated high levels of interest in specific developments, including High Definition scheme, evidenced by the significant number of social engagement and click-throughs generated by the activity.
