The ultimate business objective was to let 100% of the space at Fort Dunlop (350,000 sq ft) in 36 months.

Reflecting Fort Dunlop’s new future as a business park with soul, Giraffe created and implemented a creative campaign, Life at Fort Dunlop, which communicated the key features and benefits of Fort Dunlop as a place in whch to work, relax, eat, drink, shop and sleep.

Events were marketed with attention-grabbing methods, such as creating moo shakes to welcome Urban Splash’s signature herd of cows to its grass roof. Lots of community events were arranged and promoted too, including a tea dance for former Dunlop workers.

Even though the story was primarily business, consumer titles and broadcast were considered as achievable as print and web.  Maximum use was made of media relations, ensuring that Fort Dunlop took a major share of voice.  

The most important one: 100% of the space at Fort Dunlop (350,000 sq ft) was let within 12 months of the launch - a full 24 months ahead of schedule. 

• Publicity totalled 274 press cuttings (including feature pieces in national titles such as The FT, The Sunday Times and major profiles in trade media, including Property Week and Estates Gazette); 14 radio and five TV news and feature pieces
• Following Giraffe’s successful location placement programme, screenings from Fort Dunlop have included ITN on the day of the Prime Minister’s resignation and BBC1’s Heaven and Earth Show.  Shows such as BBC’s Antiques Roadshow have also demonstrated interest.  
• The campaign was Silver Winner of the Chartered Institute of PR’s PRide Awards 2006/7 Best Business to Business Campaign and achieved finalist status  for Best Media Relations Campaign and Best Business and Trade Campaign in Chartered Institute of PR’s PRide Awards 2007/8.


Here's what Nathan Cornish, who's MD of Urban Splash Midlands and South thought about our support, “Letting 350,000 sq ft of office space at a city fringe location is no mean task.  The campaign developed and implemented by Giraffe has been absolutely key to the phenomenal success we have enjoyed in letting Fort Dunlop.  giraffe has always surpassed our high expectations.”

And here's what Matt Long, Associate Director, DTZ Midlands & South West thought, “Given the size of the building at Fort Dunlop, you could have anticipated an advertising spend of close to £100,000.  The fact that only £15,000 has been spent on advertising is testament to the impressive brand building and awareness-raising achieved by Urban Splash and giraffe Communications through the ‘Life at Fort Dunlop’ marketing campaign.”

Sutton Coldfield - audience UK wide Franchising Consultants (B2B) - this client had never thought of using Google to promote their services to a B2B sector looking to franchise their existing business. We created very focused campaigns driving a discerning audience to a specific microsite clearly outlining the benefits & requirements.

Within 2 months our client had seen an exceptional return in business worth in excess of 20:1  - £2,000 of sales for every £100 invested.

Cost effectively gain leads in the top end of the market in Birmingham and Blackpool only.

We created intelligent campaigns utilising both search & display along with optimising the company's website for enhanced lead generation.  We were careful to specify the exact audience demographic, including pinpointing specific geographic areas to maximise the pay-per-click budget.

Our client now has a strong visibilty with their target audience and has received a consistently high number of qualified leads for 50% lower than their anticipated cost.

To enable our client to cost effectively compete with their competitors for a strong online presence and share of mind.

Our priority was to ensure that our client could reduce their existing online marketing costs and their cost per acquisition.

We carefully managed their Adwords campaigns, monitoring their activity closely; refining key words and search terms to maximise its effectiveness.

We created a highly effective new route to market for our client, with the result being that after 3 months we achieved a 60% reduction in their ad spend plus a 55% increase in their return on investment.

Launch Arden’s into the crowded Leamington Spa market, creating awareness, interest, footfall – and sales! Particularly, look to increase morning and late afternoon trade, which are low spend times for cafés. 

We devised and implemented an integrated marketing campaign which included:

• The creation of Mamma-Me Time, a campaign targetted at parents/grandparents, which included a special Bambino menu.
• The creation of Cappu-Chillout, a late afternoon offer targeted at shoppers and office workers
• A digital element, which included Facebook and Twitter pages
• Advertising in local lifestyle media
• PR and photography
• Special offer flyers, direct mail and the creation of a Loving Arden's loyalty scheme.

Arden’s has successfully launched, with sales exceeding its ambitious forecasts.  Perhaps most tellingly, Arden's continues to use giraffe for its ongoing marketing.

Successful online designer retailer, Serene Order, also had a high street presence at Touchwood, Solihull.  Our challenge was to raise awareness of Serene Order's move to nearby Mell Square and to increase footfall immediately following the relocation.

Utilising one stunning image of a scantily clad man and woman, we created a campaign called Revealed, which encouraged Serene Order existing customers and prospects to check out its new store.  This theme was utilised across a wide range of marketing collateral and support that we provided, including:

• Direct mail to existing customers
• A launch weekend with flyers and promo staff
• Editorial and promotions in regional lifestlye media
• Content updates on Serene Order's website
• Supplier sponsorship packages
• People and store photography.

Serene Order’s already ambitious sales target was exceeded by 10%, return visit rates were high, and in addition, new customers were secured.

“giraffe’s marketing hit the spot.   From the start, giraffe understood our brand and very cost effectively worked with us to exceed our already ambitious sales targets.” Nad Ahmed, managing director, Serene Order

Refine the initial concept and develop a name and complete marketing package with which to launch the product at CIPFA, the major sector conference.

We held a brand workshop with LG Futures in which we identified the features and benefits of the product, along with a name, Savings Optimisation Model, that would resonate with financial directors within local government. 

The strapline, ‘Unlock your savings potential’, was then developed and suitable imagery sourced.  We produced a graphic to illustrate the modular product and used this within the marketing collateral which included: a teaser flyer emailed to delegates the day before the conference; a digital and printed gatefold flyer issued at the conference and in follow up;  a full page trade press ad and a presentation.

Jude Ranasinghe was closely involved with us on developing the product: “giraffe’s development consultancy on the  Savings Optimisation Model was really useful. They asked the right questions, which led us to achieving the best answer. In addition, giraffe’s conference mini marketing plan made our communication with delegates far more effective. 

As a result, we achieved 100% more qualified leads than other conferences we’ve attended.” Jude Ranasinghe, director of consultancy, LG Futures

In addition to providing a naming strategy, we wanted the client to look afresh at their company and to develop a clear vision, essence and strategy.  We thought their exsiting identity didn't work hard enough for them and, as part of the strategic work, wanted to create a cleaner, bolder and more powerful identity.

Working with the client, we utilised our 5D brand process, in which we were able to define why the company was not just different, but better than its competitors.  We resolved the naming issue by shortening Local Government Futures to LG Futures; as this was still familiar to the company's local government clients, but didn't create a barrier to its potential central government market.

In addition to holding a business strategy and planning day, we used the brand blueprint we had developed to create an identity that was memorable, professional and impactful with the target audience.  From this we produced a range of attractive marketing collateral.

Jude Ranasinghe was closely involved throughout the naming, branding and business planning activities, "It's really quite unusual to find exactly the right strategic, creative and implementation resource that you need within one company.  With giraffe we know that we get the very best consultancy support from experts who care about us and our business.  giraffe's input has been a key factor in our continued expansion." Jude Ranasinghe, director of consultancy and training, LG Futures

To create interest and excitement in a major scheme that was still in a planning phase.

With only a name and a logotype to start with, the prioirty task was to work with SPark's wide range of stakeolders to define the SPark brand -  what it would deliver and why it was different.

After defining the brand, we developed a visual identity which included a new font and imagery strategy, visual database and colour palette.  From this, we developed a range of collateral including:

• A content-managed website that contained key information and imagery
• A visualisation with a compelling soundtrack of the future development, which was incredibly important in exciting stakeholders about a scheme that wasn't yet built. Aswell as being the focus of the launch, the visualisation is also streamed from the website
• A powerpoint presentation incorporating graphics, key messages, royalty free imagery we sourced, masterplan images and the visualisation
• A Masterplan, invitation and other documentation was produced
• We also provided event management for the launch event.

A strong brand with full stakeholder buy-in was produced (a major achievement given that three universities, a developer, a city council, national associations and an RDA were involved!).

A portfolio of impactful marketing was delivered against exceptionally tight timescales to great acclaim at SPark’s national launch.  The launch of SPark at National Science Week was incredibly successful, with the broad and deep buy-in secured of the many key stakeholders there.

A range of foreign language marketing material also facilitated the international launch of SPark.

The ultimate objective was to let 100% of the space at Fort Dunlop (350,000 sq ft), in 36 months.  To do so, we needed to keep Fort Dunlop front of mind with a range of audiences.

We created and implemented a campaign, Life at Fort Dunlop, which communicated the key features and benefits of Fort Dunlop.  Events were a key element in achieving this.  We created a series of events with clear objectives - be they engaging the community or attracting office agents to view the site. Here are just a few examples of the events...

Marketing Society Midlands - Bricks and Brands - acknowledging the importance of marekting professionals in spreading the message, we devised and arranged a presentation by Tom Boxham MBE, chair of Urban Splash, on brand building in the property sector.

National Construction Week 3Rs - Reinvent, Reuse, Recycle - in creating goodwill amongst the construction community, we devised and arranged a day for local schools to come along and work with Urban Splash's architects to redesign Fort Dunlop using their own creativity.

Moo-ving Up - we combined Fort Dunlop's rooftop promenade's opening with the arrival of Urban Splash’s signature herd of cows to its grass roof.  We created an egnaging teannt event, which involved using a traditional ice cream cart to serving delicious organic ice cream and providing moo-shakes.

Care to dance?  As part of its  engagement with the local community, we devised a range of events, including a tea dance for former Dunlop workers. 

Here's what Nathan Cornish, who's MD of Urban Splash Midlands and South thought about our support, “Letting 350,000 sq ft of office space at a city fringe location is no mean task.  The campaign developed and implemented by Giraffe has been absolutely key to the phenomenal success we have enjoyed in letting Fort Dunlop.  Giraffe has always surpassed our high expectations.”

And here's what Matt Long, Associate Director, DTZ Midlands & South West thought, “Given the size of the building at Fort Dunlop, you could have anticipated an advertising spend of close to £100,000.  The fact that only £15,000 has been spent on advertising is testament to the impressive brand building and awareness-raising achieved by Urban Splash and Giraffe Communications through the ‘Life at Fort Dunlop’ marketing campaign.”

Deliver an introduction to PR that was 100% relevant to the DMO's marketing executives.

The introduction to PR was informative, engaging and relevant.  Whilst learning the PR 'toolkit', delegates interacted with the material by using real life scenarios to maximise the effectiveness of the day.

Marketing Birmingham's former Marketing Officer, Jo Morrison, was a course delegate, "Giraffe's introduction to PR was brilliant.  It gave just the right amount of detail in an easy to follow format.  Whilst having some knowledge of PR before, I now feel well equipped to implement it within my role.  I found the use of real life scenarios for the exercises particularly useful.  Without doubt, 10 out of 10."

Create a clean, professional and capitvating online presence for LG Futures that would equally appeal to its central and local government clients. 

We saw the creation of an attractive and highly functional website as merely the strarting point. 

We wanted to further enhance LG Future's reputation and increase sales.  So we produced a highly proficient website supplemented with banner ads on LG's website and on key media outlets such as the Public Finance magazine's website.

"We're really pleased with the website delivered by giraffe.  It acts as a powerful reference point for prospects and, very importantly, provides added value services to our clients. 

The website includes banner ads which highlight specific services that we particularly want to promote at set times.  Additionally, because it's an easy to use content managed site, we can quickly and easily update text and imagery ourselves absolutely free."  Jude Ranasinghe, director of training and consultancy, LG Futures.

Create a website and e-brochure as an effective showcase for Spencer Swinden's work and 'no ego' approach to delivering creative yet commercial schemes.

We focussed on letting the visual impact of Spencer Swinden's work speak for itself and produced a clean and simple content managed site which showcased its schemes.  This enabled Spencer Swinden to constantly refresh the site at no cost.  Similarly, the e-brochure reflected this 'white space', gallery-like approach.

Mel Spencer is joint founding director of Spencer Swinden, "We couldn't have been happier with the website and e-brochure provided by giraffe.  They really listened to us and supported us all along the way.  giraffe made sure that we had a website and e-brochure that achieved that all important, positive first impression." 

Create interest and excitement in a major scheme that was still in a planning phase with the use of visualisations and a website.

Utilising the identity we developed for SPark, we created a content-managed website that contained key information and imagery. 

We also created a visualisation with a compelling soundtrack of the future development, which was incredibly important in exciting stakeholders about a scheme that wasn't yet built. Aswell as being the focus of the launch, the visualisation is also streamed from the website and incorporated within powerpoint presentations.

The launch of SPark at National Science Week was incredibly successful, with broad and deep buy-in secured of the many key stakeholders there.  Produced within  very short timescales and to a very small budget, the visualisation was a key element of the launch.  Check it out here. 

Create a range of digital marketing collateral which reflected the quality of its work and approach.

Utilising the brand we created for Monteith Scott, we designed and built a range of digital collateral, including a website.

We supplemented the website with an e-brochure for ease of emailing and created a content managed email campaign to drive traffic to the website and prompt contact with Monteith Scott.

Alison Monteith is founding managing director of Monteith Scott, "We're really pleased with the website and e-brochure.  It provides exactly the information required to inform and excite prospects and clients about our work and approach.  The email campaign, similarly, has been really well received and provokes lots of interest in our latest schemes and news.  giraffe really cares about the work it delivers.  As a consequence, we've used them over a number of years now to deliver a range of marketing projects." Monteith Scott.

Create an easily updatable, compelling online presence that reflects WDC brand's focus of quantifiable delivery.  Create activity that would drive visits to the website.

We ensured that all of the material created reflects WDC's brand essence of being dedicated to delivery.  We did this by using quanitifiables throughout - whether how many schemes were being delivered, to the amount of jobs to be created.

The website is constantly updated with news items and is a regular port of call for a wide range of stakeholders, including the media.  We felt it important that WDC be one of the first property organisations to use a blog and facilitated this, to great effect. We've also instigated the streaming of material such as visualisations and interactive maps.

As part of its 'push' marketing, we created a content managed email campaign with real-time trackable statistics, including when the email was open; who clicked on it; if it was forwarded and to which addresses.  We also thought it important to create digital advertising, which has been placed in highly relevant online media, such as Midlands Business Insider's e-bulletin.

So successful has been WDC's digital marketing activity that WDC has recently been featured as digital marketing best practise by leading industry media, Estates Gazette. 

Stephen Catchpole is WDC's chief executive, "It took some convincing by giraffe for us to invest in digital media.  However, giraffe's execution of this activity has paid dividends.  Our website is now a regular port of call, my blogs are very popular and we receive substantial contact and positive feedback the day that we issue an email newsletter.  The streaming of material such as visualisations and interactive maps has been a real boost in helping developers imagine their potential schemes in the city."

Create awareness and secure tenants or buyers for 32 properties worth £4.5 million. 

We created a Facebook page for the product we were promoting (Flexibuy), and ran a Facebook ad campaign.

This involved identifying the target audiences, creating a landing page and running a pay-per-click account. We also included details on Flexibuy and refreshed Optima's web copy, as we also pushed traffic through to Optima's main site to find out more.

It was the first time Optima had run any campaign on Facebook and they were very pleasantly surprised by the results.  Here's the results that the integrated campaign achieved:

• 1,000% increased  in properties let/sold
• 400%  increase in visitors to the open weekends
• 800% increase in the number ready to commit to purchase
• For every £1 spent, £4,995 worth of sales were generated.

Create awareness and secure tenants or buyers for 32 properties worth £4.5 million. 

We devised and implemented an integrated brand and marketing campaign which included the creation of:

• A naming strategy (Optima had used ‘Rent to Mortgage’ – we created Flexibuy)
• A brand identity and strapline (the newest, smartest way to buy a home)
• Bus, press and outdoor advertising
• A brochure and enhanced location signage
• An extensive PR campaign, which included a photo shoot, case studies, press release, broadcast and print interviews and features
• A facebook page and ad campaign and support web editorial
• An ‘open house’ weekend.

It was the first time Optima had run any campaign on Facebook and they were very pleasantly surprised by the results.  Here's the results that the integrated campaign achieved:

• 1,000% increased  in properties let/sold
• 400%  increase in visitors to the open weekends
• 800% increase in the number ready to commit to purchase
• For every £1 spent, £4,995 worth of sales were generated.

Produce a sales conversion plan that would deliver a 10% lift in sales within 6 months and could be implemented in-house by Devonshire Windows.

Our plan started with an immersion day with key members of staff to get under the skin of the business. We then utilised the 7Ps of marketing, combined with a SWOT analysis and a review of Devonshire Windows' in-house resource to create a customer value and input map. 

From this, we produced a plan that maximised the return on investment from both trade and consumer marketing.  The plan comprised sections which included the following, and was supported with a one page 'at a glance' activity timeline:

• Know who you are (brand vision, values and presence; company structure and naming)
• Know where you are (management information system with which to benchmark and measure and CRM system to manage customers, prospects and intermediaries)
• Know who you're targeting (reviewing qualifying criteria; maximising the minimal available resource with the introduction of a proactive and reactive strategy; more intelligent use of proximity and referral marketing; exciting ideas to interest and build relations, such as Bacon Buttie Wednesday and Trade Counter Showcase)
• Measuring success (assessing current conversions and methods to measure ROI from marketing activity and by department and sales team members).

As md of Devonshire Windows, Darran Round is already seeing positive results, "We thought giraffe's sales conversion plan was spot on.  It made sense and only contained activity we could quickly, easily and cheaply implement. 

Within just a month of implementing the recommendations, we've attracted new customers, increased our conversion rates and created a new-found enthusiasm within the company.  

The first bacon buttie morning attracted many existing customers, and importantly several prospects - who've all placed orders.  We see this as the start of an exciting period of growth in a very challenging price-driven market - which wouldn't have happened without giraffe's input."

Work with Monteith Scott to define why they were different and communicate this in a compelling and impactful way.

We used our 5D brand process (Discover, Define, Design, Deliver, Demonstrate) to create a brand blueprint for Monteith Scott. The blueprint comprised elements including: features; benefits; personality; values; strapline; descriptor and essence. 

This was then visualised as an identity that comprised logotype; font and colour palette.  Within the styling, we incorporated a speech marks device which provided a way to frame Monteith Scott's schemes, enabling "their work to speak for itself."

Reflecting Monteith Scott's ability to "feel space", we also incorporated a range of  visual 'textures' within the identity, from metallic flooring to ceramic tiles.

From the brand guidelines, we produced a range of marketing collateral that reflected Monteith Scott's essence of delivering creative certainty.

Alison Monteith is founding managing director of Monteith Scott, "Giraffe's input into our business has been a major reason for our expansion and newfound confidence.  Their objective and expert consultancy has given us a fresh insight and also the tools with which to go out and market ourselves effectively.  Not only are they a joy to work with, they really care about us and our business."

Launch Monteith Scott's rebrand to the property market.  In doing so, excite and inform the market about the depth and breadth of schemes completed by Monteith Scott.

Always proud to flout convention, entertainment included a didgeridoo player, food comprised cupcakes and Monteith Scott-branded sticks of rock and refreshments were delivered from a large pink wheelbarrow!

The walls were adorned by imagery from Monteith Scott's impressive portfolio and Alison's brief speech reinforced the depth and breadth of schemes delivered by the company.  Added ambience was delivered by hurricane lamps dotted around the space.

More than 100 clients and property movers and shakers help Monteith Scott to celebrate the launch of their re-brand.  The event was considered a major success by all. 

With established clients ranging from TUI to the Royal British Legion, the company delivers successful schemes across office, leisure and retail sectors.  Its objective was to increase knowledge of this amongst key players in these sectors and to create more of a dialogue.

It already produced a well-received postcard and e-bulletin and was keen to build upon this contact in the most cost effective way. 

Giraffe's Win-Win training fit the bill perfectly.  It combines best practice methodology with a bespoke approach that means the day is 100% tailored to your needs.

There's lots of chance for you to practise in a supportive environment, using real-life scenarios.  This ensures that when you put the theory to the test, you're well prepared and have a greater chance of success.

Win-Win training is a full day course that is book-able by contacting giraffe.  It includes a useful manual and follow up support to ensure you're fully equipped to achieve results.  The course has a maximum of six delegates and is led by giraffe's MD, Sarah Hughes.  Click here for more information on extending your reach.

Alison Monteith is the founding managing director of Monteith Scott, "I've always thought of cold-calling as a necessary evil - and still do!  But after benefitting from Giraffe's Win-Win training, I now know how to make every call really count.  I've found that the pain isn't as bad when you're at least achieving results!

The difference for me was that the training was completely geared to our business and our personality.  Well structured, it combined theory with lots of practice.  Making and taking cold calls gave us a real insight into what the recipient wants from you.

What I also found to be invaluable was knowing what to say when someone says they're not interested - sometimes without even hearing what you have to offer!  It's a really useful way to test out why someone should listen to you.  10/10 - a great course and a very worthwhile investment."

Spencer Swinden's co-directors, Mel Spencer and Martin Swinden, wanted to increase awareness of their company by intelligently using direct marketing.

One of the most cost effective ways of reaching people and building relationships is simply to call them.  It was important to Spencer Swinden that they received telesales training that wasn't in any way pushy, but did deliver results.

• Giraffe's Win-Win cold call training fit the bill perfectly.  It combines best practice methodology with a bespoke approach that means the day is 100% tailored to your needs.

There's lots of chance to practise, using real-life scenarios so that when you put the theory to the test, you're well prepared and have a greater chance of success.

Win-Win training is a full day course that is book-able by contacting giraffe.  It includes a useful manual and follow up support to ensure that you're fully equipped to achieve results.  Click here for more information on extending your reach.

Mel Spencer, co-director of Spencer Swinden, thought the training was excellent, "I'd always dreaded the thought of making cold (or even warm!) calls because I thought it would be an awful experience. 

However, we knew that we needed to get to grips with this as it can be a very powerful way to sell.  The Win-Win training was a revelation.  It gave us a structured framework and illustrated that a sales call can (and should) be a good experience for both the caller and recipient.

We now have a proven method for introducing ourselves with impact, and closing with effectiveness.  I especially valued the amount of interactivity within the workshop.  We used real life scenarios so that we were already well practised when we came to make the 'real' calls, which was a big confidence booster.

The support manual we received as part of the day has been a really useful aide memoire.  And what's brilliant is that we can also contact Giraffe for follow up support at any time.  I'd highly recommend it."

 The campaign needed to achieve the following:

• Raise awareness of the Vinappris brand and offer
• Create interest in the Vinappris ethos and product
• Provoke a desire to visit the wine bar and web site
• Compel purchasing the wine – via the wine bar, web site or direct response TV.

The launch was supported with a comprehensive media pack and a total of 8 media briefings were held.   Given that Vinappris’ chief executive and finance director were local brothers, regional business journalists were also targeted. 

High quality photography in the wine bar and TV studio was directed by Giraffe to support a launch release, which led on the world-first angle and Midlanders becoming ‘celebrity quaffers’ thanks to the TV studio within the wine bar.

Giraffe penned the term grape guru and, building upon the current love of celebrity, the phrase, celebrity quaffers, encouraging  footfall to the wine bar in order to appear on TV.  

Giraffe secured BBC's Radio WM to come to Vinappris for a live on air 'tasting'.  Overcoming the challenge of wine tasting at 8am, Giraffe invited Vinappris’ Chief Executive to conduct a tasting of a Vinappris cappuccino, describing what he’d be looking for in a drink.  Factors such as ‘nose’,’ colour’, and ‘clarity‘ were discussed!

The 100% positive, on-message publicity generated a circulation and listenership of 972,204, a reach of 4,267,296, resulting in an advertising value of £22,786 (excluiding radio coverage).  Blanket regional print coverage (primarily features) was secured in the following media:

• Birmingham Life
• Birmingham Journal
• Cityliving
• Selectliving
• Birmingham Mail
• Chamberlink
• Birmingham News
• Midlands Business Insider
• Great Barr Observer
• Birmingham News
• Sandwell Chronicle
• BBC Radio WM outside broadcast
• Sutton Coldfield Observer
• Icbirmingham.com
• An opportunity was secured for Vinappris to have a monthly wine column in Birmingham Life.

100 people also attended the launch party.

More than 100 media, style influencers, stakeholders and loyalty customers attended ‘Rotunda Premiere’.  Organised by giraffe, the evening was used to launch Rotunda with the first showing of a cool promotional DVD (which was also posted in advance to all TV channels).

The launch was supported with a comprehensive media pack which comprised high quality CGIs, a fun and interesting fact pack and biographies.  A pre-launch release was issued to support the DVD premiere and numerous media briefings were arranged.

Creative feature synopses were produced, along with reader competitions to win a weekend in Urban Splash’s showcase apartment in Manchester. 

giraffe developed a campaign, Iconic Instances, with which to gain publicity for Rotunda and build a sense of excitement and anticipation for the sales day.

Featuring the ‘emerging icons’ identified by giraffe. the events devised by us included an ‘Urban Fusion’ dance evening, an architectural debate and an architectural tour, each of which generated their own publicity and were well attended.

The issue of material was carefully planned, with much of it provided on an exclusive basis in order to generate larger feature pieces, followed by a more universal distribution.  With the primary target being regional coverage, we also revised all regional publicity material to maximise the secondary target of national and trade media.

Without doubt, the biggest result was that all of the apartments were sold within a record-breaking 20 minutes of the sales launch!  Other quantifiables:

• A circulation of 5.43 million, with an AVE equivalent value of £196,586 of print value alone was achieved
• Publicity included 48 features and 48 news pieces in regional titles and web sites, 7 radio news (with several bulletins each day) and 4 TV  feature pieces, including feature pieces in national titles such as The Financial Times, The Sunday Times and the Daily Mail and major profiles in key trade press
• Traffic to urbansplash.co.uk (the main route for enquiries) increased by 40% in the run up up to the sales launch.

Here's what Lisa Ashurst, head of communications for Urban Splash, thought: “The sales launch for Rotunda was incredibly important to Urban Splash; it had to be a success to mark our first entry into the West Midlands. 

There is no doubt that the PR campaign delivered by giraffe played a very significant role in its success, not just in terms of the physical sales delivered - £25m in 20 minutes - but in terms of establishing the reputation of Urban Splash in a brand new region as it business grows from its north west base.”  
 
 

Raise awareness of Rotunda and Urban Splash, by intelligently positioning the company and property as modern and original.

giraffe developed a campaign, Iconic Instances, with which to gain publicity for Rotunda and build a sense of excitement and anticipation for the sales day.

Featuring the ‘emerging icons’ identified by giraffe. the events devised by us included an ‘Urban Fusion’ dance evening, an architectural debate and an architectural tour, each of which generated their own publicity and were well attended.

The issue of material was carefully planned, with much of it provided on an exclusive basis in order to generate larger feature pieces, followed by a more universal distribution.  With the primary target being regional coverage, we also revised all regional publicity material to maximise the secondary target of national and trade media.

Without doubt, the biggest result was that all of the apartments were sold within a record-breaking 20 minutes of the sales launch!  Other quantifiables:

• A circulation of 5.43 million, with an AVE equivalent value of £196,586 of print value alone was achieved
• Publicity included 48 features and 48 news pieces in regional titles and web sites, 7 radio news (with several bulletins each day) and 4 TV  feature pieces, including feature pieces in national titles such as The Financial Times, The Sunday Times and the Daily Mail and major profiles in key trade press
• Traffic to urbansplash.co.uk (the main route for enquiries) increased by 40% in the run up up to the sales launch.

Here's what Lisa Ashurst, head of communications for Urban Splash, thought: “The sales launch for Rotunda was incredibly important to Urban Splash; it had to be a success to mark our first entry into the West Midlands. 

There is no doubt that the PR campaign delivered by giraffe played a very significant role in its success, not just in terms of the physical sales delivered - £25m in 20 minutes - but in terms of establishing the reputation of Urban Splash in a brand new region as it business grows from its north west base.”  
 
 

Our brief was to launch Dwell in Birmingham, creating awareness of the Dwell offer and encouraging footfall at its Fort Dunlop store.

Based upon our creative of 'Pinch me' prices, we created a launch event and local media relations campaign.

The launch event was attended by over 200 people, with guests including key movers and shakers in the region, interior designers, property developers and media. Regional media coverage secured included 69 magazine and City Living, key lifestyle magazines.

• Raise awareness of the new brand for Nottinghamshire, highlighting the region's key selling points
• Create interest in Nottinghamshire as a business and leisure tourist destination
• Create desire and compel people to visit Nottinghamshire as a consumer or business.

A new regional identity is not normally of interest to the media, so we needed to be extremely creative and resourceful.  Having fully explored the new identity and its selling points, we crafted a number of compelling national debate 'broadcast packages'.  Examples included:

The end for Robin Hood?  As Nottinghamshire launches its new city and region brand, is it time for Sherwood’s hero to pack away his green tights? 

• Will Nottinghamshire’s new brand mean the end of the line for Maid Marion, lace-making and Torvill and Dean?  
• Focussing on developing the city and region as an emerging top leisure and business destination, will Nottinghamshire’s bosses abandon Nottinghamshire’s much-loved assets?


Cultural renaissance for UK cities continues - but will Nottingham be the next Glasgow? As Nottinghamshire today launches a new city and region brand and an ambitious plan to rival the likes of Barcelona, Dublin and Glasgow:

• How far have UK cities come in promoting their rich cultural heritage and modern attractions? 
• Would Londoners or overseas visitors pay a visit to any of the recently re-branded northern cities?

Each was supported with a range of interesting spokespeople, including EN’s chief executive, Purple Circle (the branding agency) and Pete Dredge (a renowned local cartooninst).  The news hooks were reinforced with a branded hot air balloon launch and the presence of Robin Hood and his band of merry men (and Maid Marion of course).

We secured blanket national broadcast coverage (a mixture of live outside broadcasts, interviews and pre-recorded items), a snapshot of which is given below. 

• BBC Business Breakfast - live outside broadcast over a 3-hour period
• BBC 1 – one o clock news – interview with EN's marketing director
• BBC2 – Working Lunch – interview with EN's chief executive
• BBC Radio 4 – The Today Programme – interview with EN's chief executive
• BBC Radio 5 Live - news item
• BBC Radio 5 Live – Anita Anand show interview with EN's chief executive and marketing director
• BBC Radio 5 Live – interview with Patrick Nelson – chief executive of Notts County FC
• BBC Radio 5 Live’s ‘Up Late’ – interview with EN's Chief Executive
• BBC Radio 4 – You & Yours – report using range of sourced interviews
• BBC News 24 - news report
• Sky TV - news report
• BBC Radio 1 - news report
• BBC Radio 2 - news report
• BBC Radio 5 Live - news report