About client
Pennyroyal Ltd is a Gibraltar-based property developer that commissioned Transform to publicise a development phase of their £1.3 billion Blue Amber resort. This is a mixed-use, waterfront property development being constructed on 400 hectares of pristine coastal real estate on the semi-autonomous Tanzanian island of Zanzibar.
The development includes residential and hospitality offerings that are aimed at primarily overseas investors looking for alternative investment opportunities, particularly in countries which offer incentive-based investment programmes.
About the project
In the space of eight weeks, the agency swiftly planned and executed an international PR campaign aimed at the UK, Western Europe, Middle East, and African markets, with quality coverage solicited through the likes of International Wealth, Wealth Adviser, International Investment, Gulf News, The National News (UAE), Reise Travel (Germany), The Kenyan Wall Street, and Financial Mail (South Africa) to name a few.
Given the nature of the client announcement, along with how it was packaged by the agency, the campaign saw media repurpose their published content for social media consumption. In doing so, the campaign was able to elicit a high degree of interest, response, and engagement on social media platforms
Results
Our team exceeded publicity targets set for the campaign, with an overall clip count being more than 55 pieces of solicited coverage (solicited meaning because of the release being issued and media follow-ups undertaken). The total value of coverage was more than £84 000 and a circulation of 20 512 311.
This campaign was tied in with a social media and online advertising campaign taking place at the same time, which collectively boosted the number of sales enquiries, for the client, through their newly launched website.
Coverage
