Posted by: Closed Circuit07/09/2012
Closed Circuit was rather taken aback to receive a call last week from a marketing company on behalf of a housing association keen to modernise its image.
The best way to do this is apparently to find a new, dynamic name.
Although the landlord in question must, sadly, remain anonymous, it is undoubtedly spending significant sums on this exercise. Some alternative names might be: ‘Deebate’, ‘Bibble’ or perhaps ‘Shapps’. These are no better than those it is currently considering, but at least they are free.
Perhaps the previously mentioned housing association could pick up some marketing tips from Genesis Housing.
Marketing teams looking to attract influential guests to the launches of their latest development schemes should take a leaf out of the London-based housing association’s book.
Far from the usual formula of long, rambling speeches, followed by disconcertingly warm Pinot Grigio, Genesis’ launch of its 704-home Halo tower in Stratford last Wednesday was genuinely memorable. How did it pull off this feat? Well, its 43-storey tower overlooks the Olympic stadium and the event was held on the top floor on the same night as the opening ceremony of the Paralympic Games. Given that home Olympic and Paralympic Games only crop up once in a blue moon, however, other press officers may find Genesis’ event difficult to match.
But the prize for marketing champion of the week must surely be awarded to First Choice Homes Oldham, which is the new sponsor of Oldham Athletic Football Club’s team mascot, Chaddy the Owl.
The 12,000-home housing association has signed an agreement to sponsor the ‘ever popular giant owl’ for 12 months. According to the landlord’s chief executive Cath Green, the move will support the local economy and promote health and well-being. Chaddy the Owl was unavailable for comment.
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From Closed circuit
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