Staiths South Bank
Changing the perceptions of a postcode
Cool Blue developed the narrative of George Wimpey’s Staiths South Bank site in Dunston, Gateshead. Planning and delivering a multi-layered two-year campaign.
To create buying demand for innovative new homes in a socio-economically challenged location.
of the advertising budget for the first phase was saved
PHASE 1 SOLD OUT
within two hours of release
of coverage during the 18-month campaign
Campaign Content and Creation
The campaign theme of ‘design democracy’ was developed, referring to the low-cost high-design nature of the scheme, was applied to every aspect of the campaign.
We also invited local residents to be part of the campaign and the materials we produced.
This was a morale-booster for the local people and was another win for the client, creating yet more positive media coverage for the development and George Wimpey.
Over the life of the campaign we were responsible for delivering a constant stream of content and materials to keep stakeholders informed, and publicity rolling in.
The unique nature of the scheme, and the relationship between house builder and designer Wayne Hemingway, gave us a consistent stream of media interest.
The strong environmental credentials for the site allowed us to create yet another first – bike tours for journalists and anyone in the community who wanted to have a better understanding of the green nature of the scheme. This created positive coverage both regionally and nationally.
Key Speaking Events
Wayne Hemingway acted as a key spokesperson. He was invited onto Newsnight where he discussed the scheme at length. He also appeared on several national broadcast channels and in virtually every quality newspaper in the country.
We looked for all relevant opportunities for Wayne and George Wimpey spokespeople to speak regionally and nationally.
Events surrounding National Architecture Week and design-based discussion groups at regional universities were attended.
We created a debate on the future of modern housing with the newly opened Urbis in Manchester, which readily pulled together an illustrious panel on which Wayne was a speaker. The event was recorded as part of National Architecture Week and broadcast on Radio 4’s Today programme.
“Cool Blue has impressed me with its ability to think big and think
creatively, the team comes up with great fresh ideas, which is never easy, and then really delivers outstanding coverage regionally and nationally.”