Furnishing a brand’s reputation in print
To raise their profile in the Private Rental Sector, LOFT Interiors came to us with plans for a magazine geared to developers, operators and investors. They wanted to launch in time for MIPIM 2017, a major event on the industry calendar, so that they could lead the conversation around the fast-evolving marketplace.
With limited in-house resources, and a need for the highest quality content, LOFT were struggling to fulfil their editorial role. As such, they approached our copywriting agency to take over the project, following a recommendation from an existing client.
Every year, MIPIM draws thousands of property professionals to the south of France to discuss what’s powering the Private Rental Sector, and what to expect over the coming 12 months.
LOFT had already released a trade magazine in 2015, but were keen to outdo themselves for the 2017 edition. To this end, they sought to collate a comprehensive range of views and insights from industry thought leaders into one bumper magazine.
Despite the tight deadline in the run-up to MIPIM, we relished the opportunity to partner with LOFT on this project. After gauging its feasibility, we took charge of compiling and editing the PRS magazine.
It was immediately clear that we had too many submissions for the magazine. This made a thorough review of the contributions a crucial starting point, to determine which articles were both relevant and original enough to make the cut.
In doing so, we were able to start conceptualising the running order, categorising the articles with labels like ‘economic’, ‘local’, ‘international’ and ‘lifestyle’, to name a few – an essential part of the magazine’s dynamism. Then we began editing the articles, liaising directly with the contributors to finalise the submissions.
Our role extended to working alongside LOFT’s chosen designer and printer to meet the print deadline. And, as MIPIM loomed, we created the marketing collateral to support the magazine’s launch, ensuring maximum reach for the brochure.
LOFT were extremely happy with what we managed to do. The final magazine, full of thought-provoking views and reports, satisfied their aims at MIPIM, portraying the brand as a key source of information and a voice of authority in the sector.
Over 2500 copies of the booklet were sent out, raising brand awareness and generating new leads for LOFT Interiors. Impressed by the impact of the magazine at MIPIM 2017 and beyond, they commissioned us again for the third edition of the mag in spring 2018.
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