The Crown Estate
Setting out a story of value creation
The Crown Estate is a unique business which has served the nation for more than 260 years. It is responsible for a diverse portfolio including prime urban destinations, regional centres, rural holdings and the seabed around England, Wales and Northern Ireland.
Guided by its purpose, ‘to create lasting and shared prosperity for the nation’, its new strategy seeks to leverage The Crown Estate’s unique strengths and assets to create holistic and long-term financial, environmental and social value for its stakeholders, customers and the nation
While The Crown Estate is not listed, the brief for its integrated annual report was to meet, and where possible exceed, best practice reporting in a creative and engaging way. The team’s ambition was to produce a report that was clear, concise and relevant to as wide an audience as possible.
In our first year working together, we restructured the report’s content, ensuring a strong narrative was interspersed with case studies, Q&As and voices from across the business, all contributing to the story of The Crown Estate’s year, its business activities and long term strategic ambition.
In addition to the full annual report, we produced a summary version and supplementary documents to highlight activity in Wales and Northern Ireland, as well as a separate report for additional Environmental and Social data.
Our digital solution included repurposing graphics for The Crown Estate’s corporate website, alongside building a social media plan to utilise the report’s content over a six month period. Working together we identified the most suitable content for compelling social posts and created two animations which brought the report’s key messages to life. We have also delivered a set of social media templates for the team to update and share via Instagram, LinkedIn and Twitter.
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Awards
Best Reporting in The Public Sector, PWC’s Building Public Trust Awards