Lunn Ventures

BWP Group developed an eight week campaign to drive enquiries for office space in two buildings developed by Lunn Property Ventures; 15 St Pauls Street, Grade A office space in the heart of Leeds and Centrum Thorpe Park, a brand new development outside of Leeds. The campaign targeted key commercial property agents in the Leeds conurbation, incentivising them to push enquiries and let space in the two buildings.

Agents were first sent an eyecatching direct mail piece with a Lamborghini keyring enclosed. This teaser mailer provided information on the buildings, drove traffic to a microsite where brochures could be downloaded and incentivised recipients with the chance to own a Lamborghini for an entire week if they let an entire floor at either of the buildings.

Over the following seven weeks, agents were sent a weekly email with a prize for the agent who organised most viewings; these ranged from an Apple Ipod to flight lessons.

A second direct mail piece was sent out later in the campaign, with the same message as the first but carrying a branded remote control Lamborghini.

The campaign culminated with the grand opening event at Centrum where agents, press and local dignitaries were invited to a drinks reception at Centrum where a Lamborghini was on hand to take people for a spin.

The activity successfully ensured Lunn Property Ventures were top of mind for the duration of the campaign and directly resulted in the letting of the entire Centrum building.