PROJECT TYPE

Project Launch & PR Campaign

SECTOR

Real Estate Development

LOCATION

Westminster, London, UK

YEAR

2022

CASE STUDY

9 Millbank

The Heritage Collection at 9 Millbank is a landmark development in Westminster, situated in the former Chemical Industries’ (ICI) headquarters, with views across the Houses of Parliament and the River Thames. Once standing as a physical symbol of its industrial innovation and global influence, now its former Directors’ offices have been reimagined as a collection of five elegant residences known as ‘The Heritage Collection’, offering quintessential London living.

Ebury was tasked to launch the collection to the media and position the last remaining units as some of the finest in the capital – delivered by luxury developer St Edward and exquisitely designed by expert Goddard Littlefair.

Extending beyond editorial exposure, Ebury was briefed to curate a programme of aligned brand partnerships and arrange events with UHNWIs, bringing new audiences of potential buyers into the first dressed show apartment, The Conrad.

CASE STUDY

9 Millbank

The Heritage Collection at 9 Millbank is a landmark development in Westminster, situated in the former Chemical Industries’ (ICI) headquarters, with views across the Houses of Parliament and the River Thames. Once standing as a physical symbol of its industrial innovation and global influence, now its former Directors’ offices have been reimagined as a collection of five elegant residences known as ‘The Heritage Collection’, offering quintessential London living.

Ebury was tasked to launch the collection to the media and position the last remaining units as some of the finest in the capital – delivered by luxury developer St Edward and exquisitely designed by expert Goddard Littlefair.

Extending beyond editorial exposure, Ebury was briefed to curate a programme of aligned brand partnerships and arrange events with UHNWIs, bringing new audiences of potential buyers into the first dressed show apartment, The Conrad.

PROJECT TYPE

Project Launch & PR Campaign

SECTOR

Real Estate Development

LOCATION

Westminster, London, UK

YEAR

2022

Execution

Introducing The Heritage Collection, specifically focusing on the Goddard Littlefair-dressed show apartment, The Conrad, to media was the first stage of Ebury’s campaign. A series of intimate events with A-list media were hosted on site in The Conrad, whereby journalists were collected via private chauffer and hosted for a three-course lunch in the apartment’s glamorous dining room. Attendees included those from Tatler, ELLE Decoration, FT How To Spend It, Conde Nast, Country & Town House, The Telegraph, The Sunday Times Style and LUX.

Alongside securing coverage in traditional media outlets, Ebury introduced and facilitated a number of collaborations with luxury lifestyle brands to cross-pollinate UHNW audiences, through a range of events hosted on site with private banks and purveyors of rare whiskey.

For a separate International Women’s Day campaign on the unveiling of a newly-commissioned bronze statue of Ada Lovelace at 9 Millbank, Ebury worked with a broadcast partner to secure national and local TV and radio opportunities. Exposure was subsequently achieved across six major UK TV and radio channels including ITV and London Live.

Generating carefully positioned standalone coverage for The Heritage Collection across national UK and international newspapers and supplements.

Results

Since launching to press in late 2021, Ebury has secured strategically placed editorial features in top tier publications including FT How To Spend It, Spear’s, Robb Report, Vogue, Tatler, Sphere, GQ, Home Journal, House & Garden and Luxury London.

The PR campaign has resulted in the doubling of website conversion rates for 9 Millbank since Ebury was instructed.

 

Generated carefully positioned standalone coverage for The Heritage Collection across national UK and international newspapers and supplements.

9 Millbank
9 Millbank
9 Millbank
9 Millbank
9 Millbank
9 Millbank

Execution

Introducing The Heritage Collection, specifically focusing on the Goddard Littlefair-dressed show apartment, The Conrad, to media was the first stage of Ebury’s campaign. A series of intimate events with A-list media were hosted on site in The Conrad, whereby journalists were collected via private chauffer and hosted for a three-course lunch in the apartment’s glamorous dining room. Attendees included those from Tatler, ELLE Decoration, FT How To Spend It, Conde Nast, Country & Town House, The Telegraph, The Sunday Times Style and LUX.

Alongside securing coverage in traditional media outlets, Ebury introduced and facilitated a number of collaborations with luxury lifestyle brands to cross-pollinate UHNW audiences, through a range of events hosted on site with private banks and purveyors of rare whiskey.

For a separate International Women’s Day campaign on the unveiling of a newly-commissioned bronze statue of Ada Lovelace at 9 Millbank, Ebury worked with a broadcast partner to secure national and local TV and radio opportunities. Exposure was subsequently achieved across six major UK TV and radio channels including ITV and London Live.

Generating carefully positioned standalone coverage for The Heritage Collection across national UK and international newspapers and supplements.

Results

Since launching to press in late 2021, Ebury has secured strategically placed editorial features in top tier publications including FT How To Spend It, Spear’s, Robb Report, Vogue, Tatler, Sphere, GQ, Home Journal, House & Garden and Luxury London.

The PR campaign has resulted in the doubling of website conversion rates for 9 Millbank since Ebury was instructed.

Generated carefully positioned standalone coverage for The Heritage Collection across national UK and international newspapers and supplements.

SIMILAR CASE STUDIES

Property public relations

Ward & Co

Brand Launch
Read Our Case Study

Property public relations

80 Holland Park

Residential Scheme Launch
Read Our Case Study

Property public relations

The OWO Residences

London Super Prime Development
Read Our Case Study

Property PR Agency

EBURY COMMUNICATIONS
LUXURY PROPERTY BRAND BUILDERS

 

CONTACT

SOCIAL

25 Eccleston Place,
London, SW1W 9NF
Tel +44 (0)7824 366705
hello@eburycomms.com

 

Copyright 2022 © Ebury Communications | All Rights Reserved

 

 

CONTACT

SOCIAL

25 Eccleston Place,
London, SW1W 9NF

Tel +44 (0)7824 366705
hello@eburycomms.com

Ebury Comms on LinkedIn
Ebury Comms on Instagram

CREDIT

 

 

Property PR Agency

EBURY COMMUNICATIONS
LUXURY PROPERTY BRAND BUILDERS

 

Copyright 2022 © Ebury Communications | All Rights Reserved