Chimney Pot Park, Salford

Chimney Pot Park, Langworthy, Salford Case Study January 06 – April 06

This is a short summary of the national award winning PR campaign Lisa did for the launch of Urban Splash development Chimney Pot Park.

  • Winner CIPR National In-House Campaign 2006
  • Winner CIPR North West Grand Prix 2006
  • Winner CIPR North West Best In-House Campaign
  • Following very successful sales launch of Rotunda in Birmingham in Oct 05.  Urban Splash chairman Tom Bloxham MBE ups the stakes
  • “Sell out the first release of houses at Chimney Pot Park.  There’s already a buzz but I want everyone in the city talking in about it”
  • That was 108 houses to sell!
  • We announced the launch date to Urban Splash 15,000 strong email database 3 Jan 06
  • Project featured on BBC 1 National Breakfast on 6 Jan – sales team received 200 calls!
  • Featured on BBC Culture Show on 26 January
  • It was clear there is strong demand for the houses
  • Urban Splash team up’d the stakes again and decided to put up a M*A*S*H tent at the site on the Wednesday before the sales launch on the Saturday.
  • By noon on Thursday, there was already 108 people in the queue!
  • By the time launch day arrived, everyone in the queue had got to know each other and a new community was forming right then and there.  The houses were not ready to move into for at least 12 months after the sales launch.
  • 108 houses sold in 2 and ½ hours
  • We held a special launch for people living in the local area a week before the houses were released on sale to the public. 12 local people bought.
  • Coverage of launch day achieved in Mail, Guardian, Telegraph and Express
  • 4 mins live on BBC Radio 4 Today programme from the M*A*S*H tent
  • BBC 1 National lunch time news and local tv and radio
  • Coverage reached an audience of 18m with an AVE equivalent of £358, 093