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.”