Lovell Homes North West

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
    reservations

    on day one

  • 250
    visitors

    during launch weekend

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 combined communication tactics. Social media advertising, newspaper cover wraps, and targeted mailshots warmed up the potential audience before media relations, social media content, and community engagement pushed visitors towards expressions of interest.

Our first task was to create a plan for a VIP evening and public open weekend that brought the feel of the development to life.

At the open weekend, the public was 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 attended the opening weekend and stayed longer on sites due to the suppliers chosen and the family-friendly workshops. Shawbrook Manor became the region’s most successful launch to date.

The event gained fantastic feedback from visitors who were engaged before making the visit – proving that the communications mix had worked, with the result being five early bird reservations during the weekend.

The associated social media was a hit with the results taken and used as a case study by the national Lovell Homes team to encourage all other regions to follow the North West’s example.

Testimonial

“We were impressed with the service we got from you guys – you are making a lasting impression. I’m really excited about the ideas and the support we are getting and we’re only a few weeks in.”​

Laura Taylor | marketing manager​

​“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.”​

Anne-Marie O’Doherty | regional sales director

 

 

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