PROPERTY PR CASE STUDY: ALLSOP AND DUET
Property PR Launch – Duet, MediaCityUK
WHO THEY ARE AND WHAT THEY WANTED:
Duet is a luxury build-to-rent (BTR) development of 270 premium apartments and was the first BTR development launched in Manchester, MediaCityUK. The building was the latest joint project from Moorfield’s BTR brand, More., developer Glenbrook Property and leading UK property consultancy, Allsop.
Allsop and Moorfield tasked us with raising awareness and building the profile of both Duet and the BTR category, to generate lettings enquiries.
In addition to raising Duet’s profile and brand awareness, we were also tasked with generating content for the website and socials and establishing a strong presence across socials.
WHAT WE DID:
We utilised a combination of creative brand-building campaigns, Google Ads, organic and paid social, always-on press office and website content strategy.
Content creation focused on showcasing the bragability that comes with a home in Duet and the elevated experience residents receive as a result of Duet’s enhanced BTR offering, while brand building campaigns brought Duet’s key messages to life and raise awareness amongst key audiences – both locally and nationally. The press office focused on creating and raising awareness for the initiatives that people living in Duet could enjoy, to drive desirability and awareness, and generate constant headlnes about the development.
Coverage appeared in top tier national news, consumer lifestyle, local and property media.
In addition, we established Duet’s presence across Facebook, Instagram and Twitter, and delivered content creation, social assets and community management across socials and the website. We also ran a successful Google Ads PPC campaign.
WHAT WE ACHIEVED:
- Users from organic and direct traffic increased 71% in June – August 2020 compared to the previous quarter
- 42 pieces of print and online coverage with a combined circulation of 41,806,663
- Secured 13 links to the Duet website
- Coverage highlights included: The Telegraph | The Sunday Times | Zoopla | Manchester Evening News | Yorkshire Post | About Manchester | Visit Manchester | The Business Desk | Landlord Zone | Landlord Today