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.