Redrow West Country
"The team at Absolute are great to work with and have been a great addition to the Redrow team. Their offer is creative and strategic and their hands-on approach has meant that they’ve added real value to Redrow’s communications. I’ve been impressed by their ability to spot an opportunity and develop it for maximum effect across multiple platforms. A well connected, very likeable and consistently professional communications agency."
Redrow Homes
Matt Grayson, Group Communications Director
The Process
What
Raise the profile of Redrow Homes in the West Country
How
Media relations, crisis communications, event management
Where
Regional and trade media, on and off line
When
2015 – 2018
The Challenge
To raise the profile of Redrow Homes and establish the brand as one of the UK’s leading housebuilders within the region, help promote national campaigns and to highlight Redrow’s sustainability agenda of creating thriving communities by building responsibly and valuing people.
Our Solution
Redrow West Country launched in 2014 and Absolute designed a communication strategy to raise the profile of the housebuilder throughout the region amongst consumers, businesses and the media. Our strategy highlighted Redrow’s offering of high quality homes and their commitment to give back to the communities they build in.
To boost Redrow’s brand, our strategy concentrated on taking Redrow beyond the property pages to engage audiences across all sections of the media. Operating a proactive and reactive press office facility Absolute identified media opportunities in both consumer and trade press, generating creative and sustained high profile media relations campaigns across news, property and business angles. Providing a responsive issues/crisis communications service we safeguarded Redrow’s reputation and profile in the region, and delivering event management services we helped to strengthen Redrows’ presence amongst the housing and construction community.
What We Achieved
We achieved extensive regular media coverage in regional and trade media with a consistent year on year increase in levels of exposure. Over a three year period we achieved more than 450 pieces of media coverage which helped to drive Redrow’s awaressness across the region. We created stories to be rich in social media content such as the promotion of Redrow’s hedgehog highways to drive Redrow’s messaging beyond the immediate local audiences.
Absolute liaised with Redrow customers to gain and produce positive testimonials to support Redrow Homes’ brand building activities in the region. These were distributed to the media, published on the Redrow website, used in digital campaigns and other marketing collateral.
Event management included the Topping Out ceremony at the £70 million Plymouth regeneration project, Vision, the biggest city regeneration scheme in the South West. Guests from across the housing and construction industry attended the successful event which celebrated Redrow and the housebuilder’s ambitious growth strategy to strengthen their presence in the region.
