Project Description

Capital & Regional

The Brief.

Capital & Regional REIT, the owner of a £1 bn portfolio of in-town dominant community shopping centres, was looking to replace its B2B communications agency to supplement its stock-exchange reporting (investor relations) team.

Following a competitive pitch, Innesco was appointed in 2019 to build its profile in the national trade and business media through its projects – to become an established voice for the retail property sector and enhance its reputation as a responsible and progressive custodian of its assets under management.

We were tasked with establishing great stories from all eight of C&R’s flagship assets, with a total of over 900 retail units and attracting around 1.6 mn shopping visits every week pre-Covid – all designed to elevate the company’s relevance, while enhancing shareholder value by maximising rental income and property values.

Our Work.

Our campaign-led approach employs a broad mix of tactics designed to increase C&R’s target media presence and tie all activity back to its corporate community strategy.

This includes a daily news review from trade and broadsheets, an integration of social media content, thought leadership and news pieces in key national/international retail and property trades, crisis comms, events and film content.

Last year, we added C&R’s corporate blog series to amplify the voices of the senior leadership on key industry issues and trends – something which became especially important during the Covid pandemic restrictions.


The Results.

Despite the uncertainty of 2020, we secured over 40 pieces of coverage across key Retail and Property publications, communicating the resilience and operational agility of C&R’s community assets amid unprecedented change, with a cumulative reach of close to 5 mn readers.

Social Media continued to be central in maintaining clear and consistent communication with Capital & Regional’s stakeholders during the pandemic – especially important for the analyst community monitoring quarterly results.

Project Details