Birmingham-based PR agency Headline Communications has been shortlisted for a national property marketing industry award.
The agency has been named as a finalist at the Property Marketing Awards 2013 for its work on the launch of new office development, Two Snowhill.
Headline Communications is in the running for the award for Best Overall Marketing Campaign for its inventive launch campaign, which saw the building opened to the public for a unique ten-day event.
To mark the completion of Two Snowhill and raise awareness of letting opportunities on behalf of joint developers Hines and Ballymore, Headline Communications commissioned an art installation comprising 23 tonnes of rice 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. The launch of Two Snowhill also marked the tenth anniversary of the show.
It was believed to have been the first time that a commercial building in the city had been showcased in this way with more than 3,000 people visiting Two Snowhill during the course of its opening.
The agency devised an integrated PR, marketing and social media campaign to promote the launch.
Dawn Roberts, director at Headline Communications, said: “Opening the building to the public with a thought-provoking art installation drew the crowds and plaudits for Two Snowhill. We achieved global print and online exposure as well as broadcast coverage. A social media campaign also allowed us to engage with more than 55,000 people on Twitter.”
The awards, run by the Chartered Surveyors’ Company, recognise innovative and creative marketing campaigns within the property industry. Now in its 21st year, winners will be announced at a ceremony held at BAFTA on Monday 24 June 2013.