New homes marketing and PR in the East of England

Objectives

The site, which was a former air force base turned private housing and development opportunity, had a previous developer who had gone into administration, leaving the stalled project with a tarnished reputation. When the bank took over with the goal of letting and selling the housing and business space they struggled to communicate the change of ownership and ethos.

Strategy

MPC developed a campaign that sought to reposition the brand. This included extensive engagement, a restructuring of the sales website, a local advertising exercise using multiple media including radio, newspaper, signage and local stakeholder engagement. 

Result

This resulted in a significant increase in traffic to the sales web pages, a doubling of calls to express interest in buying or letting a home and has seen occupation of the site rise from 35% to 65% in two months. 

Case studiesMPC