Client: Nationwide Building Society
PR Team: In-house
Campaign: Nationwide Monthly House Price Report
Budget: No external costs
The Nationwide Building Society has been producing UK house price
reports since the 1950s and running monthly reviews since 1993. On 1
August, the report generated wide-spread media excitement by revealing
that house sales were set to rise in the coming months.
To sustain the profile of the Nationwide, by providing insight and
comment on one of its core markets.
Strategy and Plan
The Nationwide Monthly House Price Report is fundamentally a business
tool, used to guide the Society's own strategy, provide guidance for
intermediaries - such as estate agents - while informing the general
public. However, the report is also a means of providing competitive
advantage over other financial institutions, most notably the Halifax,
which publishes its own property price reviews.
Having forecast annual house price growth of seven per cent at the
beginning of 2001, the Nationwide was keen to flag up that sale prices
were rising faster than predicted, making a revised forecast
Using group economist Alex Bannister as spokesperson, the Society
explained that continued price growth in the South East was set to rise
sharply, against all expectations, with an inevitable slowdown later in
Measurement and Evaluation
So far, coverage has included the Evening Standard, the Guardian and the
Times. Evaluation is ongoing.
National broadcast, online and print media all jumped on the story,
highlighting consumer confidence in the housing market while warning of