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.
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.
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.
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."
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.
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