International Reach, Global Connections
St. George is a leading mixed-use property developer whose residential schemes lie at the heart of some of London’s most prominent regeneration projects. When we were briefed on launching Emery Wharf, the latest phase of their London Dock development, to the media in Asia, we jumped at the chance. Drawing on experience with our PRGN partners, we were able to build the St. George brand within the international media, helping to generate
Exceptional coverage across each target location, including television interviews with a major broadcaster and features within key international finance, investment, property and lifestyle press. Following on from our success, we have since gone on to promote Cashmere Wharf, the premium product at London Dock, with similar launches across Asia.
pieces of coverage
people reached in the first two months
total Return on investment on monthly PR fee
St. George is a member of the Berkeley Group, London’s leading mixed-use developer and a FTSE 250 company. The group has been responsible for shaping much of the modern development along central London’s riverside, transforming former industrial areas into vibrant living spaces.
Committed to delivering high quality new places where people aspire to live, St. George put placemaking at the heart of their approach; creating attractive new places where people enjoy a great quality of life with on-site facilities such as fitness suites, landscaped grounds, concierge service, shops, cafés and restaurants.
St. George has led the field of mixed-used development in London and the south-east for several years, but this time, the focus was on raising awareness of their projects within specific international markets. They asked us to build a campaign that would not only increase brand awareness but would also grab the attention of prospective purchasers. Our challenge was to ensure our campaign was as individual as the development itself, creating targeted mini-campaigns for each sales launch location.
After visiting the London Dock marketing suite for some first-hand research, we crafted a series of targeted, local-language press releases and carefully selected image libraries to appeal to the target audiences, as well organised as one-to-one interview opportunities to coincide with their sales events in Hong Kong, Singapore, Beijing and Shanghai.
Our experience launching projects abroad meant we could anticipate the questions Asian press would ask, allowing us to get a head start – specific details such as rental yields, service charges, schooling and transport links were all factored into our campaign.
Armed with our carefully translated material, we began leveraging our PRGN contacts in Asia to line up a series of interviews with key St. George spokespeople ahead of each sales event. Our outreach gained traction throughout different sectors of the media, from property-specific, to finance and lifestyle, who were particularly interested in the maritime heritage of the site and its transformation into a thriving new cultural quarter. We also carried out press proactive outreach with several UK-based foreign language publications, helping to build brand awareness with international purchasers here in London.
Our campaign, over a period of two months, secured:
- Over 40 pieces of coverage, with highlights including the Hong Kong Economic Times, Metro Daily, Yahoo News
andBeijing Morning Post
- TV interviews with major Chinese broadcaster TVB, exposing St. George to millions of viewers
- An AVE over £80,000
We were subsequently briefed on the premier phase at London Dock, Cashmere Wharf, launching it to Asian media the following year
What We Learnt
With the right angle and a carefully targeted approach, there’s no reason London developments can’t become a smash hit in overseas media. As is the case with all foreign language press, communicating key messages can be challenging, and this campaign only
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