Search Form

Chocolate PR Recognised in Marketing Campaign for Sustainable Developers

Leeds based consultancy Chocolate PR, specialists in designing tasty creative solutions to help raise their clients' profiles, is celebrating this week after gaining national recognition at the prestigious Best Business Awards, winning Best Marketing for sustainable developer Citu, for their PR and marketing campaign for the launch of Greenhouse.

Leeds based consultancy Chocolate PR, specialists in designing tasty creative solutions to help raise their clients' profiles, is celebrating this week after gaining national recognition at the prestigious Best Business Awards, winning Best Marketing for sustainable developer Citu, for their PR and marketing campaign for the launch of Greenhouse.

Share

Working with their in-house partner design team, The Factory, Chocolate PR supported Citu throughout the launch of Greenhouse at the end of 2010, and continue to do so, pitching it as the UK's most pioneering low carbon development, raising awareness on a national and local level of the importance of sustainability within residential and commercial property developing, through creative PR and marketing strategies.

 

Citu asked the PR and marketing teams to develop a campaign concept, then fulfil management of the project across strategy planning, creative design, Marketing & PR, event management, social media, eMarketing, website design and build and print.

 

This brief saw Chocolate PR and The Factory successfully collaborate to launch a campaign to reposition Citu's flagship eco-development Greenhouse, a formerly run-down seasonal workers hostel, from 'the dustbin of Leeds' to a positive identity and was declared award-winning by judges at the Best Business Awards.

 

Commenting on the Best Marketing, Private Sector, Andrew Areoff, Chairman of the judges, said: “If greenhouse's act to retain warmth, Citu's launch of its flagship development Greenhouse in Leeds certainly fits the bill as the hottest ticket in town.

 

The carefully planned marketing campaign to open the UK's most pioneering low carbon development was a major success both in raising awareness on a regional and national level and commercially in producing a highly impressive number of sales and lettings. The investment in marketing, with clearly established objectives, more than paid off in driving business. Well done on a brilliantly devised and executed campaign.”

 

On the back of the launch activity 8 apartments and 1 office space sold, 25 apartments and 3

offices spaces were let. Overall the Citu team has received over 20 lettings enquiries a week as a

direct result of media coverage. To date (April 2011) this has resulted in 40 lets and 110 sales -

equating to a lettings income of over £400,000 per annum and £5 million in sales.

 

Positive media coverage across a range of local, national and trade titles has generated, to date, over 15 times the marketing spend and has reached an audience of over 10 million.

 

The Factory worked to design an informative, easy to navigate Greenhouse launch website, on-brand marketing literature and a VIP mini-garden with packaging that provided a memorable invitation to guests and media throughout the launch events.

 

Chocolate PR worked on changing existing opinions of the development by creating straplines of 'The UK's Most Pioneering Low Carbon Development' and 'The UK's Greenest High-Tech Homes and Offices', which ran across all media relations in large amounts of coverage generated across a range of regional national and trade titles.

 

They organised a series of launch events, opening Greenhouse up to the community and potential stakeholders, inviting all to attend to experience the community-minded development, and invited regional and national journalists to attend 'The Big Green Sleepover' - an opportunity to stay the night at Greenhouse and experience it for themselves, monitoring the energy they can save in one weekend by using the technology that tracks this.

 

Chocolate PR Director Jo Swann said: “We're delighted that the marketing campaign we developed with The Factory has been recognised within such prestigious awards. When Citu asked for our help with PR and marketing we knew the key issue was to change existing conceptions of the development as it had been tagged as 'the dustbin of Leeds'.

 

We realised Greenhouse had so much to offer and it was its pioneering sustainable qualities that it needed to become associated with, rather than it's history. We looked closely at Citu's brand and the values it integrated to the Greenhouse development and created a Marketing and PR strategy that reflected these.”

 

For more information on Chocolate PR visit www.chocolatepr.co.uk and for more information on The Factory visit www.the-factory.co.uk

 

  • ends -

Notes to Editors:

  • An image of Chocolate PR director Jo Swann, The Factory Director Tim Chorlton and Citu Director Fraser Stride is attached

  • Chocolate PR, The Factory and Citu are available for further comment

  • For more information on Greenhouse visit www.greenhouseleeds.co.uk

 

For more information please contact:

Chocolate PR

Helen MacGregor

0113 236 1835

helen@chocolatepr.co.uk

MARKETING CAMPAIGN MAKES CHOCOLATE AWARD-WINNING