CAMPAIGN: England and Wales land registry increases reach

The Land Registry - the government department responsible for keeping and maintaining the Land Register of England and Wales - recently ran a campaign to increase the area of registered land in England and Wales. Read on...

Campaign: Voluntary land registration
Client: Land Registry
PR team:
GNN/COI, Forster, In-house
Timescale: Sept 2006 – March 2007
Budget: £100k (GNN £70K, Forster £30k)

The Land Registry's role is to maintain an effective land registration system to allow confident dealings in property and guarantee security of title.

It was charged with increasing the area of registered land in England and Wales by 700,000 hectares and to complete 301,000 registrations by April 2007.

OBJECTIVES
Forster and the Government News Network (GNN) to produce an integrated regional, national and trade campaign targeting farmers, landowners and their key stakeholders to increase understanding of the benefits of registering their land. Driving key audiences to the Land Registry’s website, hotline and events. To increase area of registered land in England and Wales.

STRATEGY AND PLAN
The approach was to make voluntary land registration straightforward, beneficial and a ‘must-do’ for the target ­audience of private landowners and farmers. Campaign messages focused on ease, efficiency and protection. Forster developed four national themes to deliver these to the media.

The first targeted farmers as winter approached, the second encouraged landowners to secure their heritage, the third focused on peace of mind, and the fourth on managing personal assets at financial year-end.

GNN focused on key national themes in the regions, targeting ‘hot spots’ where most registrations were needed. Increasing registrations relied on engaging Land Registry development managers, so GNN organised workshops and media training for local spokespeople. Case studies were developed for the farming, country, legal, business or property pages of daily and weekly newspapers, trade media and country-focused broadcast slots. Case studies also included unusual or iconic areas that had been registered.

MEASUREMENT AND EVALUATION
Regional coverage ranged from Border TV, ITV West Country, BBC Radio Cambridgeshire and Merseyside and Radio Wyvern, with press including The Yorkshire Post, Middlesbrough Evening Gazette, Eastern Daily Press and Hereford Times. Trade coverage included Sheep Farmer, Farmers Guardian and Farm Business. All covered the campaign, as did The Independent, ­Daily Telegraph and Daily Mail.

RESULTS
There was a 400 per cent rise in calls enquiring about registration during the campaign. Calls increased from 26 per month to a peak of 222 calls a month. Land Registry achieved its stated target and the campaign has been extended for the next six months.

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