PROJECT
Panattoni Park Aylesford
Client: Panattoni UK
Studio: Reach Marketing
Deliverables
Located in Kent on the crucial M20 trade route linking London and Dover, Aylesford was Panattoni UK's flagship development.
And it was a whopper. Nearly 2 million square feet of developable space, with single unit options up to 1.2 million square feet; up to 25 towering metres of clear eaves height; an electrifying 80MW of available power.
With Europe's largest consumer market of London and the South East on the doorstep, plus the continent only a short hop over the channel, whichever way you looked at it, Panattoni Park Aylesford was one massive opportunity.
The marketing campaign for such a development needed to pack a mighty punch, which is where Reach Marketing became involved.
Treading a careful line.
The primary challenge in writing a campaign for a opportunity of this scale was avoiding hyperbole. The messaging had to tread a careful line, in case it sounded overexcited.
The approach I hit upon was very simple. Panattoni Park Aylesford's numbers were enormous, so why not let them do the heavy lifting? Make them BIG, make them POP and they would tell the story far better than reams of florid prose.
Demographic data and target market analysis I compiled at the research stage made my task of copy-writing considerably easier. It is not hard to produce copy when there is plenty to say; the difficulty lies in keeping the tone breezy and informative. This then fed into a page plan that structured the story as it needed to be told.
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The next step were the graphics. Full marks to Tara Daya at the Reach studio, who worked within the Panattoni corporate brand guidelines to develop a rich visual language for the development.
Beyond 'by the numbers'.
Our numbers-first approach to the Panattoni Park Aylesford campaign resulted in a pleasing thematic cohesiveness. With the messaging and look-and-feel neatly tied together, the development achieved a character reflecting both its own qualities and those of the parent developer.
A fine collective effort between the Reach Marketing team and Panattoni UK, the Panattoni Park Aylesford campaign is a great example of how agency and client can work together to achieve a strong outcome.
