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.