One of the Midlands’ most unique business park locations has been re-launched to the market with a new brand and an innovative marketing campaign.
Abbey Park is a 40-acre landscaped site set within Grade II listed parkland and lies almost equidistant from Coventry, Warwick, Leamington Spa and Kenilworth, just 15 minutes from Junction 15 of the M42.
Jointly led by agents GVA and KWB, Abbey Park offers occupiers high specification design and build opportunities, with outline planning consent in place for a range of buildings of between 15,000 – 130,000 sq ft.
This location has already been successful in attracting notable occupiers such as AGCO and the British Horse Society.
Adrian Griffith, GVA, said: “With outline planning consent secured for buildings up to 130,000 sq ft, Abbey Park is the perfect solution to the lack of out-of-town development that we have seen in this area. The combination of location, transport connectivity and flexibility regarding design and build options provides opportunities for occupiers to create something truly unique and dynamic in stunning surroundings.
“With a new brand identity and ethos behind it, top-level IT infrastructure already enabled and proximity to four key commuter hubs, all of which connect directly to London, I am positive that Abbey Park will soon be recognised as a first choice location for a range of occupiers.
“We believe that Abbey Park is a truly distinctive site with a huge amount of opportunity for occupiers and as a result we wanted to ensure that it was re-launched with its new brand in a suitably fitting way.”
Featuring a new brand identity highlighting the site’s location, high-end infrastructure and connectivity, KWB and GVA worked with design agency CaB to produce a series of viral videos to market the site.
Designed as four episodes to be delivered via email to a targeted list of occupiers and agents, each video revealed a little more about the site and the opportunities that it offers, with the Abbey Park identity not unveiled until the end of the final video.
Mark Robinson, KWB, said: “When we sat down with our design agency to discuss how best to approach this, we wanted to do something that was drastically different from the standard ‘brochure-and-board’ approach adopted by so many of our competitors. Eventually, we settled on the idea of the viral videos and that they would be drip-fed out to the market, promoting a ‘share if you dare’ approach via Facebook, Twitter and YouTube in order to pique peoples’ interest in the scheme and ultimately drive traffic to the website.
“This has been a truly collaborative campaign, with a number of agencies working together to provide creative design, customer targeting, digital marketing, social media and PR engagement throughout the campaign.
“We believed that this approach was fresh and different and from initial feedback it has been well received within the market and is definitely something – like Abbey Park itself – that is both unique and attention-grabbing.”
With its strong IT and transport infrastructure connections, it is expected that Abbey Park will see considerable interest from sectors including automotive, digital media and aviation.
For more information on Abbey Park, please visit www.abbeyparkoffices.co.uk, or to view the full video, visit www.itscomingforyou.com.
