PR campaign for Legacy Properties

Legacy Properties is a family-run premium developer of luxury coastal properties in Cornwall. Based near Newquay, they came to us for help building its company profile both locally and nationally through PR.

As an established award-winning business which had been acquiring, designing, and building prestigious homes for 10 years, it had a number of projects underway and in the pipeline which provided multiple opportunities for news stories and trade features.

Objectives

Locally, our objective was to build Legacy’s reputation as a high quality developer and an employer of choice. The aim of this was to help with recruitment of a skilled workforce, as well as community awareness.

Nationally, the objectives were to build overall brand awareness and gain coverage of its luxury coastal developments. Legacy’s customer demographic heavily skewed to London and the home counties, making it very important that they were known outside of Cornwall.

Strategy & implementation

By identifying pivotal moments within developments along with company milestones, we were able to draft press releases to be distributed to a tailored media list. News included award wins, breaking ground on projects, involvement with the local community and charity work.

We sent targeted pitches to relevant media, promoting an aspirational Cornish lifestyle which could be achieved through living in one of Legacy’s luxury coastal homes. Where required, we also provided copywriting services for advertorials in a number of monthly magazines.

Thought leadership pieces and industry trends features were also pitched, often including an interview with the company’s management team.

Coverage

The press coverage we achieved over two years of working with Legacy reached a total of 4.5 million people nationally. This included local newspapers, regional magazine publications, and some of the UK’s largest and influential broadsheets.

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