How we're delivering PR for Temple and Kirkstall Forge
We’ve been working with the property developer, CEG, that’s behind two landmark schemes in Leeds: the £400m Kirkstall Forge development, which is one of the largest brownfield sites in the North of England, and Temple, a new district in the city centre, which forms a key part of the South Bank regeneration area.
The developments have ambitious plans that are set to have positive impacts on the housing and commercial property markets. They have already been recognised on a national level, having scooped up a number of prestigious property and architecture awards.
Our role at Aberfield has been to amplify these successes and to continue to profile CEG among its target audiences, both nationally and regionally, which have been identified as:
- Potential commercial occupiers
- Key regional stakeholders e.g. Leeds City Council, local communities
- Property agents
The approach we have adopted is underpinned by audience insight and has allowed us to develop a PR strategy that emphasises CEG’s positioning of being Different By Design.
What was clear from both Kirkstall Forge and Temple is the positive impact they are set to generate economically and socially and showcasing this has been at the heart of our communications. We were also able to identify a series of themes, including placemaking and community building, the commercial market in Leeds and the heritage of the two sites, that CEG could take ownership of and therefore our aim has been to position them as thought leaders within these areas.
Placemaking and community & community building
- One upon a time in Holbeck
A key theme for CEG is all about placemaking. We supported its community project in Holbeck, which asked residents from the district to share stories, memories and folklore about the area, with a media relations campaign.
We created a series of press releases to announce the campaign and to encourage attendees to its event, where CEG celebrated the best entries with prizes. Across the two-month campaign, we generated 10 pieces of regional coverage, including the Yorkshire Post and South Leeds Life.
- Kirkstall Forge generates over £10m in social value
The Forging Future Campus located at Kirkstall Forge is a hub led by CEG to provide new skills and an employment initiative aimed young people across the Yorkshire. One of the latest announcements from the campus that we worked on related to the social value that the campus has already generated.
For this piece alone we achieved eight pieces of coverage across regional, trade and business media.
- COVID diaries launch
Our latest project with the team has been supporting with the launch of their COVID diaries project. Partnering with Leeds City Council and Child Friendly Leeds, the project is inviting residents of Leeds to submit their lockdown experiences as part of CEG’s aim to capture a key moment in history.
Our role was to coordinate and lead the external launch of the project. We secured a partnership with the Yorkshire Evening Post to not only give the project launch an initial splash, but to continue featuring some of the submitted stories every week on an ongoing basis. The result of this partnership means that CEG will have constant coverage throughout the project, which will also help encourage people to share their experiences.
Property market in Leeds
- Office supply in Leeds at ‘worryingly low levels’
Working closely with the commercial property team at CEG, we developed a dedicated thought piece highlighting the state of the office market in the city. Using industry analysis, we were able to identify an opportunity to not only highlight the team’s expertise of the local landscape when it comes to commercial building demand, but also highlight that CEG is providing a solution with its Temple scheme.
The thought piece was pitched out to the media, with a particularly focus on a business and property audience given the topic of the article. It was covered extensively by Property Week and TheBusinessDesk.com.
- A new breed of housing
We worked in partnership with the Yorkshire Evening Post to coordinate a dedicated piece from CEG that focused on its modern approach to housebuilding, referencing its prototype testing at Kirkstall Forge. The Voices piece was well received and was a key reflection of how CEG understands the property market and opportunities in Leeds.
- British Library coming to Temple Works
The iconic Temple Works building is part of CEG’s Leeds city centre scheme and given the building’s heritage it has attracted a lot of interest and attention. Earlier this year we worked with the team and Leeds City Council to officially launch a perspective tenant, the British Library.
The developed article not only gave us the opportunity to announce the British Library’s intentions, but also helped us show CEG working in partnership with key stakeholders while raising the profile of the wider scheme to businesses and also show the company wants to support local communities.
Both Temple and Kirkstall Forge are at an exciting time with each scheme set to progress significantly. From the first residential phase at the Forge, including the testing of two prototype homes, and the first commercial office phase at Temple there is certainly a lot of new announcements in the pipeline.