In the property sector, being seen as a force for good is becoming more and more critical.
Grosvenor aspires to be an environmental leader that cares about the long-term success of the communities it develops, manages and invests in. Under a new CEO, it is focused on becoming zero carbon, zero waste and achieving a significant net biodiversity gain by 2030.
Launching its Net Zero Carbon Pathway was the first major milestone for Grosvenor’s new sustainability communications strategy. It is a huge step forward for the business, emphasising its transparency and intent towards accelerating its sustainability journey. The campaign targeted external audiences including local government, investors and housebuilders, as well as its peers in the property sector, alongside strong employee engagement.
The key communication challenge was to drive awareness and understanding of what its Net Zero Carbon Pathway is and why it is important. The design challenge was to create something striking that will make people want to click, read, engage with and ultimately feel a sense of pride.
The campaign suite had to be delivered in just five weeks and included an Executive Summary, Pathway document and an animation, which all featured on a dedicated Hub web space. We also designed a technical document aimed at councils, developers and planners, and created digital marketing assets for internal audiences.
Four weeks after launch, the campaign had generated the following results:
combined downloads (+66% above target)
page dwell time (+76% above grosvenor.com)
internal email open rate