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trent basin

the challenge

Trent Basin is unique community located on the banks of the River Trent in Nottingham. It’s breaking the mould of the ‘traditional’ housing development in so many ways – by offering homebuyers the chance to put their stamp on the design of their property, as the home to Europe’s largest community energy battery which will reduce energy bills considerably for residents, and by combining the benefits of city living with stunning views of a nature reserve and a major waterway.  

In time Trent Basin will be a community of more than 500 energy-efficient homes, delivered in five phases ranging from c. £220,000 to £400,000. 

Eden PR was appointed by Blueprint, the developers behind Trent Basin, to develop and deliver a full public relations campaign for the project. Our first main objective was to raise awareness of the vision of Trent Basin ahead of the Phase One properties being released for sale, and following, to create a sustained level of PR and communications to boost interest, and ultimately, sales at the development.  

the solution

Through a combination of press releases, features, media calls, blogs, open day events and social media, Eden has sustained and developed interest in Trent Basin from homebuyers – and as a result there are now only a few homes remaining for sale in Phase One out of a total of 45.  

For the ongoing PR campaign, it is vital that all target audiences, including media, understand the ethos behind the design of the development, from Phase One through to Phase Five – that Trent Basin is a new neighbourhood for Nottingham, presenting a new idea of community, offering innovative low energy options and hugely attractive lifestyle choices.  

A sub campaign for the new Community Energy Project, the first of its kind in the UK, being trialled at Trent Basin was delivered over and above the core campaign.  

results

  • The launch campaign have generated a total of 148 pieces of media coverage – an average of 8 pieces per month – from 27 press releases and 10 features/ interviews. 
  • Regional/Local: 128 pieces. National/Trade: 20 pieces 
  • Audience reach of over 9 million 
  • National media coverage in the Telegraph, the Guardian and the Metro 
  • BBC TV and radio coverage – interviews with chief executive of Blueprint 
  • From the 3 open events held to date (which Eden coordinated) more than 25% of the plots were reserved – there were 12 reservations as a direct result of open days at Trent Basin 
  • Over 500 people attended the open days for Phase One 
  • Eden set up X and Facebook accounts for Trent Basin. To date there are more than 700 followers and 300,000 impressions on Twitter and more then 560 page likes and 30,000 impressions on Facebook 

“Eden PR are a fantastic PR agency to work with. We entrusted Eden PR with our flagship development project, Trent Basin, in 2015 and they have gone above and beyond the brief to make the development a success. The team at Eden are committed, creative and intelligent and, having proven their value at Trent Basin, they have also been working with Blueprint to promote our corporate brand. Eden PR have delivered social, local, national and international coverage for us on a corporate and project level and continue to impress us.” 

Ashley Walters, Development Manager at Blueprint

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