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TWO SNOWHILL LAUNCH

Headline was asked by joint developers Hines and Ballymore to devise a launch event to mark the completion of the building and raise awareness of letting opportunities.

Client: Hines and Ballymore

Background
Two Snowhill is a 310,000 sq ft office development in Birmingham city centre and the biggest to be built in the UK outside London since the credit crunch.  Completed in May 2013, the 14-storey building is the only new office development in Birmingham to be delivered on to the market until at least 2015.

Activity
In addition to hosting a traditional private launch event for the local business and property community, Headline developed a creative concept that would also capture the public’s imagination.

We proposed that the building should be opened to the public for a unique ten-day event. Commercial office buildings are generally off limits to all but their owners and occupiers, and this is believed to have been the first time in the city that a new building has been showcased in this way.

As part of the ten-day event, an art installation comprising 23 tonnes of rice was commissioned from local theatre company, Stan’s Cafe. The piece, called ‘Of All The People In All The World,’ uses grains of rice to represent people and population statistics.  2013 also marked the 10th anniversary of the show.

Headline devised an integrated PR/marketing and social media campaign targeting the property, national and regional online, printed and broadcast media.

Results
2,937 people walked through the doors of Two Snowhill during the course of its ten-day opening.

The initiative attracted widespread media coverage on both a regional and national level. An interview with James Yarker from Stan’s Cafe was broadcast on BBC WM and BBC Midlands Today filmed live from the show on the day of the public launch.

In total, overall coverage reached in excess of 100 articles and listings in a wide range of printed and online media outlets.

The accompanying social media campaign also became an invaluable way of capturing public reaction to the building and the event. By building relevant followers, we were able to reach more than 55,000 Twitter users.

As a result, the scheme’s agents have received a significant amount of letting enquiries since the launch.

The campaign was also shortlisted at the Property Marketing Awards 2013 in the category for Best Overall Marketing Campaign. 

“I think Hines should launch every building like this”
- Anthony Leonard, director, Hines UK

“Thank you so much for your inspirational ideas and fantastic efforts. It was a hugely ambitious undertaking, but we have been overwhelmed with the reaction to both the building and the show. A brilliant success.”
- Richard Probert, Ballymore

Supporting marketing material

The campaign was supported by a number of different marketing channels, including social media, emailers, leaflets, postcards, advertisements in local arts newsletters, a bespoke webpage and a pop-up window display in a busy shopping area close to the building. 

In the run-up to the show, 20,000 leaflets were distributed around the Midlands in local visitor centres, plus local arts and cultural venues.

A bespoke database was compiled for the private launch and issued with various communications over a two month period, including a 'Save the date' and emailer showing visitor statistics.

 

 

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Posted by Laura Townsend on 2 July 2013

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