Encouraging inward investment in Lincolnshire using a multi-channel PR campaign.
The deindustrialisation of Gainsborough continues to impact the collective confidence of locals, negatively effecting its growth. Cartwright Communications was brought on board to help West Lindsey District Council fight this perception in a bid to revitalise the town, attract new business, and build a thriving commuter base as part of its Invest Gainsborough project.
The PR and communications strategy focussed on the development of an essential suite of marketing materials. These central marketing assets supported a multi-channel PR campaign that covered print and social media.
Cartwright utilised this awareness raising activity to engage with investors, developers, housebuilders, and architects from across the UK at a crucial stakeholder event that would decide the project’s future.
The result was a PR campaign that not only successfully grabbed headlines, but used different types of content to drive serious investor interest in Gainsborough and the planned £18million regeneration.
Working with our design partners, we developed a 24-page investor prospectus to promote Gainsborough; this was complemented by the production of a three-minute promotional video attesting to the value of the town.
Our media relations activity secured 98 articles in key titles including Estates Gazette, Property Week, Property Investor Today, Midlands Insider, East Midlands Business Desk, Lincolnshire Echo, and ITV Yorkshire – reaching more than 12 million people. Online, we achieved an average of more than 20,000 impressions on Twitter per month.
The stakeholder event was also a huge success and was oversubscribed.
"We’ve now got genuine interest from developers and investors who want to have a piece of the action in Gainsborough. Without Cartwright Communications we wouldn’t be where we are now. You’ve more than done your job and we’re still getting positive feedback from the event. "
Di Krochmal, housing zone programme manager
West Lindsey District Council
Property & Construction
Cartwright Communications was instructed to deliver a multi-channel PR and marketing campaign to promote investment opportunities in Gainsborough, owing to its extensive experience in the property and development sector.
A trusted relationship with the media is worth its weight in gold, and our roots in journalism help us to get the very best results.
As specialists in communications across the built environment, we work with authorities, developers, investors, planning consultants and stakeholder communities. We are proud of our involvement with our clients before a project even begins. From small residential communities to large-scale regeneration, mixed-use developments, our team makes a real difference in the delivery of any size of project.Read More