A sell out success: using communications to create consumer demand
Grainger Plc was founded in Newcastle upon Tyne in 1912, Grainger plc is the UK’s largest listed residential landlord and a FTSE 250 company. We offer around 11,029 Build to Rent homes to over 25,000 customers, with a secured pipeline of 4,565 further homes worth £1.3 billion.
Key challenges
Launch one of the first of its kind ‘Build to Rent’ flagship city centre properties
Position as thought leaders and support the sales function to generate demand and secure reservations from tenants
Showcase the credentials and profile of Grainger Plc to regional media
The work
Creation and roll out of a media and influencer campaign to build anticipation of Bristol’s first ever Build to Rent scheme
Coordinated media exclusive tours and behind the scenes pre-launch one to one briefings
Using our extensive network and contacts to communicate to stakeholders and stimulate interest and demand
Creation of bespoke lifestyle photography and design assets including factsheet/inforgraphic
Design and management of consumer ‘bring your pooch’ event to create market differentiation
The impact
The campaign led to 85% of the building being leased within just eight weeks, and fully leased within four months, surpassing expectations that it would take 9-12 months.
