Napier Park by Augur is a 60 acre site in Luton, a £200 million mixed use regeneration scheme encompassing offices, industrial units, hotel, a food store, retail and residential units. A landmark scheme for Luton, Oracle supported all aspects of the marketing drive creating a brand, key messages and digital material to support the pre-letting campaign.
Working closely with the development workforce the team drew out the key messages and selling points – mainly its proximity to excellent transport links – and developed the project naming and branding to support the key messages: ‘Napier Park, Linking with London’.
A 3D model of the site dropped in to the existing site content was rendered to show the mix of uses within the development and presented as a 360 degree video and flythrough and posted on YouTube. Working with the architects, CGIs of specific phases were created to support the agency team in their pre-let discussions.This content was part of an integrated strategy that was then shared across social media and online content.
In order to support its business objectives and ensure it was at the forefront of relevant and desirable business letting teams, a programme of SEO was implemented to ensure that the site appeared within search engines, supported by quality content on site.
This digital material was displayed on the website and used in brochures and hoarding.