XYZ

"Roland Dransfield completely understand the XYZ concept and their PR strategy aligns with our global ambition for the brand. We’ve been delighted with the reception and the traction it’s received so quickly, both online and amongst the media. We look forward to developing the idea alongside the team as the scheme progresses."

Chris Reay, Director of Estates, Allied London

Question

XYZ Spinningfields is Allied London’s work class cutting edge office development which will set the bar for future work/live developments globally. XYZ is a global brand that reflects work places trends, tastes and technologies.

Roland Dransfield was tasked with bringing the XYZ Building and brand to market, positioning it as a global real estate solution that offers community, lifestyle and innovation powering people through the flexibility of workspace and cutting edge technology.

Our focus was to promote the key messages of structure, culture and dynamism.

Create

To respond to the brief, Roland Dransfield commenced an integrated campaign which consisted of media relations, social media and on-site activity.

Deliver

Promoted the positive reception the scheme received from the property and professional community through a series of news announcements including the sign-up of occupiers, Jacobs, Amaze, Auto Trader, Ford Credit Europe and Gazprom.

Introduced the scheme to key journalists both nationally and regionally with media tours, interviews with the team, speaker and networking opportunities plus a detailed occupier focus piece.

Created a street naming strategy alongside the First Street marketing steering group with newly adopted roads and spaces across the estate named after Manchester creative pioneers. Tony Wilson place is now the central plaza at First Street.

Launched First Street with the First Street party alongside HOME. Key attendance from Sir Richard Leese.

Analyse

100% Occupancy ahead of completion
3,000+ Social media followers gained
16 Networking events delivered