National housebuilder George Wimpey wanted a low-budget, high-impact PR campaign to launch Kingwell Rise, a development of 212 new homes in Wincanton, Somerset.
- To drive footfall to the new development
- To generate sales leads
- To create and foster links with the local community.
STRATEGY AND PLAN
In 2002, Wincanton twinned with a fictional city from Sir Terry Pratchett's Discworld series of novels. The PR team approached Pratchett to suggest road names. The community voted for their favourites, which were unveiled by the author at a ceremony at George Wimpey's offices.
MEASUREMENT AND EVALUATION
The campaign appeared in national papers including The Independent, The Guardian, The Daily Telegraph, Daily Mail and The Sun. It achieved regional coverage, was mentioned online 248 times and Channel 4 News branded it 'a water cooler moment'.
Hundreds of Discworld fans descended on George Wimpey's offices to see Pratchett reveal the street names. In total 1,300 local residents voted for their favourite names and George Wimpey saw a 30 per cent uplift in enquiries the week following the unveiling.