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National Homebuyers
PR In The Eye Of The Storm
A challenging brief in a slumping market
Client
One of our most challenging campaigns was to generate positive profiling coverage for National Homebuyers, the UK’s largest home purchase company, in order to successfully communicate their messages to homeowners and political commentators alike.
Idea
As the property market began to slump, we launched a busy campaign, responding to political and commercial developments in the property market, and showed how our client was willing to lead with thought and opinion, and to respond to the issues homeowners faced.
Our releases:
- Announced National Homebuyers was launching a £250m rescue fund to assist struggling homeowners as the recession tightened.
- Communicated our client’s fervent belief that the Bank of England had dithered at the height of the crisis with an interest cut that was “too timid”.
- Carried our client’s concern that the charity Shelter was guilty of “double standards” in calling on the Government to allow people who can no longer afford their homes to be allowed to rent them instead, pointing out that National Homebuyers is already offering just such a scheme to people struggling with repayments.
Results
Campaign highlights included a Radio 5 Live interview, coverage in the Daily Mirror, the Scotsman and other nationals, and coverage in leading property trade titles.