One of the great things about working with a client like Barclays is there’s often a wealth of data and insight available that can make a cracking PR story once unearthed.
This is exactly what happened when the Barclays Mortgages team presented us with figures from Hometrack, showing how the price of your house varies depending on the name of the road you live on.
Those on Lanes can count themselves as the lucky ones, with homes averaging £100,000 more in price than properties on Streets, which came a lowly seventh in our rankings.
We knew we were on to a corker when it became the hot topic of our weekly Monday team meeting and the media certainly agreed with a haul of 162 pieces of coverage so far, including a belting 13 pieces of national coverage. Six national print mentions appeared in The Times, City AM, Daily Express, The Guardian. Then there were onlines including Daily Telegraph, Glasgow Herald and (of course) Mail Online,
What’s more, coverage appeared in front-of-paper news sections – exactly the space Barclays Mortgages is looking to be in.
So overall, a great success. Through tapping into the nation’s perpetual fascination with the value of our homes and combining this with solid data, we created a water-cooler talking point on a shoe-string, with Barclays credited throughout. Job done.
