Full brand and marketing campaign to launch Queen’s Place, a new £2.4 million flagship retail and office development, to the local business community and to get buy in for the investment from the community at large.
Queen’s Place is a new development located in the heart of Mansfield town centre, offering a mix of retail and office space to small and medium sized enterprises within the Mansfield and Ashfield locality. The result of a £2.4 million investment within Mansfield town centre and part of the over-arching regeneration plan for the district with the aim of boosting the area economically and socially, Queen’s Place is a flagship building within the district and represents the new Mansfield, a Mansfield to be proud of.
Following a public sector tender Abstrakt was commissioned to develop and implement a comprehensive marketing and PR strategy to deliver the projects objectives. A core challenge of the project was that it was not only vital to promote the building to local business but also get buy in from key stakeholders and the local community at large.
The project which was carried out over a 4 month period incorporated a wide range of activities including strategy and planning, branding and design, web development and digital marketing and PR, direct sales and event management.
Following the planning phase we carried out a full day architectural photoshoot to capture the building with it’s recognisable roof in all it lights for use front and centre of the campaign. The resulting photography was rolled cross all materials combined with strong messaging and a bold design style.
The culmination of Queen’s Place launch was an official ribbon cutting and a champagne reception for the stakeholders and movers and shakers of the local business community. Timed to coincide with the Christmas Lights switch-on to reflect the vision of the building being at the heart of the town and community, the launch was hugely successful and garnered a large amount of interest, awareness and press coverage.
“From concept all the way through to launch Abstrakt delivered a top quality marketing and advertising campaign that delivered real results. The campaign had numerous strands and included messages aimed at multiple audiences including council stakeholders, the business community, national retailers and the general public so was complicated in terms of strategy. The team at Abstrakt delivered a creative, considered, effective campaign and were a pleasure to work with.”