11 Belgrave Road
Project promotion for a sustainable new office development
Appointed by Quadrum Global, we have been busy promoting its largest London project to date, 11 Belgrave Road. We have launched it to the UK market, raising awareness and keeping it front of mind to support the leasing strategy and show the value and benefits of the building, communicating stand out themes.
Getting started
Appointed as the project was starting on site, we quickly put together a strategy, working with the client and agent team as well as a branding agency to develop a clear positioning, key messages and stand out themes for the project and Quadrum as the developer. We also fed in ideas for the hoarding, including a trail for primary school children to learn about planting that promotes health.
Launching to the market
The usual planning consent story that kicks off project promotion was not possible, so we combined a start on site with a UK first – the building was the first to achieve a design-reviewed 5.5 star NABERS UK rating. This secured coverage in media that wouldn’t usually cover construction milestones such as React News as well as occupier-read titles. Social media was a key channel in the launch, however as Quadrum’s LinkedIn page was not established, key to raising awareness was project team collaboration as well as accreditor liaison, which we managed.
Sustaining interest
The project’s sustainability and wellbeing credentials as well as its architecture have been harnessed to keep this development front of mind until completion in Q4 2023. This has led to continual regular exposure in the media, backed up by LinkedIn content and liaison with accreditors such as the BRE for visibility on their platforms. We’ve written and managed the entire process.
Results and retention
Our work is ongoing. We’ve secured almost 100 pieces of coverage so far, secured two speaking platforms to showcase the project, significantly increased LinkedIn followers and engagement, and driven traffic to the project website. The project is now multi-award winning with all entries managed by Holistic.
Testimonial
“Instantly embedding themselves in the wider team, Holistic developed a clear positioning and detailed plan that added significant value to the launch of 11 Belgrave in London Victoria. They’ve successfully communicated our points of difference, fully understanding and exploiting the channels to reach our target audiences. This has led to excellent media coverage, conference exposure and targeted LinkedIn activity to keep our scheme front of mind.”