Moda Living, the family run Build to Rent (BTR) business backed by long term funding partner, Apache Capital, appointed Innesco in 2019 to support the delivery of Moda’s development pipeline of 7,500 apartments at a value of c.£2 bn, located in high profile city centre locations across the UK.
Our objectives were to increase Moda’s brand awareness as a responsible and pioneering residential ‘operator’, improve the market’s understanding of BTR, effectively communicate Moda Living’s core values (the ‘Moda Life’), and reach the correct audience at both a corporate and local level, as the company worked to secure planning for new schemes, primarily its ambitious new £260 mn urban village in Hove.
Localisation was central to both the Moda Living brand and each individual location where it had an asset. Innesco tactically rolled out a campaign-led strategy, which focused on securing a drum-beat of regular editorial news coverage and comment on the BTR market.
We utilised our strong relationships with trade media, building the company’s profile as a thought leader and arranged comprehensive media briefings and lunches with influential local democracy reporters to support planning approvals. Innesco also provided support and advice on all other aspects of marketing (sponsorship opportunities and events management) to reach and forge new relationships with potential investors.
Innesco achieved regular local, trade and national coverage demonstrating Moda’s offering of a new way of living, working and playing. We effectively communicated the innovative, forward thinking and caring approach that Moda Living adopts, maintaining local interests at heart.
Success can be best illustrated by the prominence of the Moda brand among competitors and, following our local stakeholder engagement campaign, the securing of planning approval for its Hove Development in March 2020, having been refused 10 months earlier (beneath a different agency).