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Lovell Homes

How the perfect mix of a strong client marketing strategy and engaging creative PR ideas helped to deliver Lovell Homes’ most successful North West show home launch to date.

5 Early bird reservations on the opening weekend
250 Number of visitors on launch day

Background

We began working with the North West team of Lovell Homes in August 2019 and faced the huge challenge of launching its most important development of the year just two months later.

Shawbrook Manor is a stunning collection of new homes in Leyland, Lancashire. Located close to the beautiful Worden Park, the marketing strategy had a local wildlife and autumnal focus. The team was tasked with not only getting the development talked about locally and nationally, but creating real, tangible engagement (and results) with potential buyers.

Our approach

The fantastic impact that this campaign had was due to the combined communication tactics, not only of our team, but the Lovell Homes marketing team. Social media advertising, newspaper cover wraps, and targeted mail shots warmed up the potential audience before media relations, social media content, and community engagement by our team pushed visitors towards expressions of interest. Backed of course by the bold and beautiful contemporary marketing suite and show homes that the Lovell Homes North West team had created.

Our first task was to create a plan for a VIP evening and public open weekend that brought the feel of the development – high-quality, contemporary, modern family living close to nature – to life. We did this by sourcing local suppliers that perfectly fit the bill. For the VIPs, food and drinks from the catering arm of a local hospice and gifts presented in a “seeded bag” which could later be planted to eventually bloom as wildflowers.

 

At the open weekend, the public were tempted by free coffee and local cakes served by barristers in a converted Piaggio Apé van. While the parents toured the show homes, the younger guests were given the chance to enjoy a wildlife themed craft table.

In addition to planning both events to a tee with such a tight turnaround, the team issued invitations and ensured guests including the mayor would be in attendance whilst securing pre and post event media coverage. Plus, working closely with the national social media team to ensure the region got its time in the spotlight – another one of the account’s KPIs.

Further engagement on social media was secured after the event through a selfie competition with each entrant having the chance to win an annual membership to The National Trust.

Results

  • Over 250 visitors on the opening weekend making it the region’s most successful launch to date
  • Fantastic feedback from visitors who were engaged before making the visit proving that the communications mix had worked
  • Five early bird reservations during the weekend
  • Social media results used as a case study by the national Lovell Homes team to encourage all other regions to follow the North West’s example

 

"We just want to say a big thank you for all your help and the great ideas for our Shawbrook Launch. It has been the most successful launch yet for Lovell North West with over 250 visitors and great feedback. We look forward to future successful launches and continuing to work with you all. "

Anne-Marie O'Doherty

Lovell Homes North West

A successful show home opening

Cartwright Communications worked with Lovell Homes in the North West to demonstrate how the perfect mix of client marketing strategy and creative PR ideas delivered its most successful show home launch to date.

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