Creating and launching a property brand for the UK’s leading port operator
Marketing a vast portfolio
Associated British Ports held a substantial property portfolio comprising over 960 hectares of development land and a huge number of vacant and under-utilised properties.
Completely Creative was appointed to create the tools to allow ABP to market these opportunities.
With 21 ports located throughout the UK the size of the task was considerable.
To find out how ABP was perceived we asked the market
To ensure we had a complete understanding of ABP’s position in the property market, we undertook a brand perception audit. Through speaking to the UK’s leading industrial agents, we confirmed there was limited knowledge of ABP’s property offer and expertise.
Our ambition was to distinguish ABP’s property offering from the core port business by creating a new division, ABP Property.
We devised the value proposition, Delivering Property Solutions, to address some of the concerns raised by the agents and position ABP Property in the market as a key player.
To launch the sub brand we penned the campaign line “A new property landscape”. The line represented the impact of a land bank of this scale coming to market, as well as the physical changes to the built environment that would occur when development came to fruition.
A brand toolkit and a tone of voice document was produced to support the ABP Property sub brand and inform the creative approach.
5,000 views in the first year
Over 100 guests, including key industrial and logistics agents attended the launch at The Gherkin
Bringing the brand to life
Completely Creative’s combination of capabilities and our knowledge of the property sector made us uniquely capable of delivering the ABP Property launch. Drawing on our experience in strategic marketing, creativity, digital and print production, project management and event planning, we devised an integrated launch strategy and campaign
The launch of ABP Property was underpinned by the marketing of a number of key strategic sites. We collected and collated details of available property and development land from ABP’s regional property managers. Marketing brochures were produced in the new brand style for all the opportunities. These details were loaded onto The Completely Group’s Completely Industrial platform that powers the property search on the bespoke website we designed and built for ABP Property.
The project culminated with a launch event held in one of the most recognizable buildings of The City of London skyline; The Gherkin. The landmark’s contemporary design and maritime connection made it a fitting choice to bring an offer of this nature and scale to the market. Our events team planned and orgainised every aspect of the evening from running the guest list to booking the jazz band.