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Keystone Developments – Carrington Gardens, Humberston

We worked closely with the Keystone Developments team to help boost the visibility and sales at its luxury retirement village, Carrington Gardens in Humberston, Lincolnshire.

175,000 audience reach
Featured in local and regional titles
Boosted local perception of the site

Background

Keystone Developments, part of Longhurst Group, has a proven track record in delivering superior homes and works with trusted partners to design and build bespoke new build properties, with quality design and a commitment to sustainability.

Located on the prestigious Humberston Avenue in Lincolnshire, Carrington Gardens – a 200-home retirement village – includes a mixture of one, two and three-bedroom bungalows and one and two-bedroom apartments exclusively designed for over 55s.

Approach

Our brief was to not only boost sales but also the perception of the development within the local area. We therefore employed a number of tactics including media relations, stakeholder engagement, social media support, event organisation and video content to achieve this.

We supported every milestone – from work completing on site to the first residents moving in – with a comprehensive PR strategy. Our media relations focused on these milestones, helping to boost the local perception with good news stories.

We also produced monthly social schedules, creating a style for imagery and graphics that lives on to this day. To support our social media work we also ran a Facebook advertising campaign to raise awareness of the brand. We recommended a competition led approach to incentivise users to ‘like’ the page. This was a success, reaching 8,237 people, generating 428 engagements and resulting in 204 new followers for the page.

Another key part of our work was stakeholder engagement. To help boost the local perception of the development, we improved community relations by supporting with event organisation for residents and locals.

Results

Overall, our campaign was a success with an incredible amount of content generated and a noticeable increase in footfall to the site.

  • Every home was reserved or sold during our work with Keystone Developments
  • Two videos filmed featuring the general development and the first residents to move into Carrington Gardens
  • We helped to organise and promote three events – a festive Christmas event, an Easter event and a summer themed event
  • Local and regional press coverage in the Lincolnshire Echo, Grimsby Telegraph and Humber Business
  • Trade press coverage in The Negotiator and Professional Housebuilder & Property Developer
  • Reached an audience of more than 175,000 people
  • Successful Facebook advert campaign, which reached 8,237 people and resulted in 204 new followers for the Keystone page

"We started working with Cartwright Communications when the Carrington Gardens development was in its construction phase. We are delighted with the work delivered by the team and their PR efforts definitely assisted in increasing the footfall to site and ultimately the reservations that have been secured."

Chris Parkinson

Longhurst Group

Boosting sales and community perception of the development

Cartwright Communications worked with Keystone Developments to promote the sale and positive perception of Carrington Gardens using media relations, stakeholder engagement, social media support, event organisation and video content.

Media Relations

Building a positive relationship with the media is an important part of any PR campaign, and our extensive contact base and in-depth knowledge of how the media works can help to raise your company profile and put you in front of your customers.

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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.

Placemaking

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.

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Our team of specialists cultivate long-standing and mutually beneficial relationships with all stakeholders through direct PR tactics and outreach. We can help to manage relationships with public bodies and advise on planning and development schemes in conjunction with relevant local government policy.

Event Management

Live events are a fantastic way to launch a new venue, product or brand, engage with stakeholders or to raise awareness of and generate interest in your business.

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We thrive on the pressure of a live event, having worked with clients on everything from restaurant and bar launches to large-scale arts festival, public consultations to county shows and round tables.