Our goal with Ironworks was twofold: to create a buzz around the housing scheme as the project took shape, heightening igloo Regeneration’s positive profile; and to change the narrative around the area from being a place to work, to a place to live.
Ultimately, we were aiming to create new sales leads and maintain positive momentum during a period that encompassed the pandemic, Brexit and a cost-of-living crisis. We were up for the challenge.
We amplified Ironworks’ USPs throughout – its location, focus on wellbeing and design credentials. Our digital strategy channelled a strong sense of brand and place across website content and fresh, engaging posts for social media.
Knowing the importance of winning community support, we created opportunities for locals and customers to keep up with progress, ask questions and meet the team. Meanwhile, positive media coverage across trade, national and hyperlocal outlets raised the profile of the project and demonstrated its benefits to the wider community.
That Ironworks is now a popular, fully occupied development is testament to our success in reimagining the area as a desirable residential location. Despite the challenges thrown up by national crises, we maintained consistent, positive coverage and open channels of communication. We threw the spotlight onto igloo’s people-focussed project, which ultimately won the Housing Design Award.
“I consider Animo PR to be an integral part of the igloo team, having worked with us for more than 15 years, in Leeds and now in Newcastle.
Commercially smart, the team understands the targets-driven needs of the business, ensuring we secure commercial occupiers and residential sales, as well as the ‘softer’ social value requirements we build into all of our places. Animo PR delivers with informed enthusiasm and creativity every time.”