ABP Property
Associated British Ports | Industrial
Creating and launching a property brand for the UK’s leading port operator
Think
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. We were 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.
Our 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
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.
Create
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.
Tell
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. We planned and organized every aspect of the evening from running the guest list to booking the jazz band.
Get in touch to discuss your corporate brand, website and marketing requirements.
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. We were 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.
Our 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
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.
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 included onto 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. We planned and organized every aspect of the evening from running the guest list to booking the jazz band.
ABP Get in touch to discuss your corporate brand, website and marketing requirements.