Flexible thinking, numerous virtual meetings and BOOM…a successful campaign for New Homes Week Unlocked!

By Alice McCutcheon

 

 

After several false starts due to Covid-19 restrictions, New Homes Week 2020 finally went ahead on 20th July and as it turns out, it was well worth the wait.  With a new title; New Homes Week Unlocked, and a revised strategy which focused on the challenges posed by the pandemic, the online event launched with an adapted campaign. New objectives and messaging focused on supporting the industry’s comeback and providing insight and guidance for buyers to press ahead with the plans they’ve been forced to put on hold.

 

TV presenter, influencer and interiors expert, Sophie Robinson created fabulous content for the week, including a show home tour and a film about the new sales experience.  To strengthen the campaign and provide a platform for press coverage, this was supported with research into the impact of lockdown and the influence Instagram now has on the homebuying journey.

 

Distributed to the press in two stages to give us two bites of the news agenda cherry, the research created newsworthy headlines which generated 38 pieces of print coverage across target titles, including a 4-page mini supplement in Metro. Furthermore, we maximised Sophie’s involvement and our investment into this research and worked with media agency Markettiers to secure 20 broadcast interviews. All media coverage directed our audience to the New Homes Week Unlocked website and social media feeds.

 

So, as the UK’s property market rebounds on pent up demand and sales office phones are ringing off the hock, New Homes Week Unlocked captured this unique moment with a relevant PR and digital campaign.  With a potential total reach of 5,782,608 across the whole campaign and 26,651 social media engagements, the results speak for themselves and whilst the experience means we feel ready for whatever New Homes Week 2021 might throw at us, we sincerely hope it’s a less challenging landscape!

For more information on New Homes Week, visit the website: www.new-homes.co.uk/new-homes-week/