PR campaign helps Hortons to reveal £35.65m of property investment deals

Hortons’ Estate Ltd is an independent property company with more than six million sq ft of premises, let to 450 tenants. Its portfolio contains industrial, leisure, offices and retail properties located throughout the Midlands.

Hortons retains Barques to deliver PR and social media services and we worked in collaboration to announce its three new multi million pound investment deals to the market.

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We devised and implemented a specific three-month communications strategy centred on Hortons’ £35.65m acquisition of a trio of industrial estates in the Midlands.

While each investment deal was unique, campaign messaging focused on unifying themes around Hortons’ acquisitive approach which was pinpointed on income generating sites, with significant development potential.

Given the complexity of each property deal, our plan was flexible to accommodate changes in expected timescales. The main challenge was in packaging the news in a way that would maximise its appeal to regional press and national/trade titles, especially given that the sale price of at least one acquisition could not be disclosed.

Our chosen campaign delivered three separate announcements, strategically delivered over a three-month period and culminating in news of the largest acquisition. It enabled us to headline our final piece with a cumulative purchase price for all three deals that would be more attractive to trade titles.

The plan maximised audience reach and achieved an impressive volume of press coverage in the likes of EG, React News, CoStar, BE News and Business Live.

We are delighted to be working with Barques, the relationship has been very positive and hugely successful. We identified Barques as an agency which could not just facilitate but also advise and support on the full range of aspects to our marketing and public profile. The website, marketing material, PR campaigns and social media were all redesigned and are now managed very efficiently by the team at Barques, the positive effect on our business has been significant.

Stephen Benson
Chief Executive, Hortons' Estate Limited
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