Commercial property company Kingspark Developments was involved with lengthy negotiations to be bought by US company Prologis.
The brief was to think of a way to demonstrate to Prologis the fact that Kingspark employees were 100% committed to the company and its future.
The solution was to use massive unprecedented attendance at the annual Summer Ball to illustrate this commitment. To tie into the 70s themed evening, a range of printed material was created to exploit the theme, and to entice attendance using a simple competition. The key item used was an extravagant record-sleeve style invitation complete with disc-shaped personalised card and map, with an inner sleeve displaying competition details. The solution to the competition was delivered via table menu cards bearing the same design as the promotional mailer. Response to the Summer Ball went up to an unprecedented amount, with no other changes to the event!
“The result from this mailer was an increase in attendance from an average 50% to a record-breaking 96%! In a modest but wholesome way this mini-campaign contributed to Prologis offering the asking price of $157million for Kingspark.”
Morag Hayes, Marketing Director, Kingspark Developments