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.”