Inner London Group is at the forefront of building residential homes in greater London aimed at key workers: healthcare professionals, the fire and police services.

The developer selected Grappa to co-ordinate all the stakeholders involved in the construction of its largest key worker development behind a press and VIP launch, and engage its audiences in a wider PR campaign.

ILG had some negative PR issues to tackle  in Romford, the development site. Our first task was to proactively communicate to council officials and residents, and audit existing press coverage to identify potential ambassadors in the press and engage them.

We established a positive base upon which to build relationships and over a number of months drip fed information to build interest. The first stage of the campaign culminated with a high impact launch. Canda Smith, Head of Urban Design and Sustainable Buildings at the Office of the Deputy Prime Minister unveiled the building. We also arranged the attendance of two local MPs, the Mayor, key planning officers from the council, architects and contractors for the scheme, plus media and existing & potential clients for ILG.

The launch enabled ILG to profitably sell the development within 6 months. The launch was a platform for sustained PR activity and marketing to position ILG as leaders in modular construction in key worker housing.