Case study: infinitSpace
infinitSpace
infinitSpace creates white-labelled flexible workspaces for commercial landlords. As well as helping landlords to attract and retain tenants in the post-pandemic world, the creation of flex workspaces also allows building owners to improve their sustainability and energy efficiency credentials.
"Our experience with the CRC PR team has always exceeded expectations. They understood our business and were able to create a PR strategy that optimised our GTM and exposure to the UK real estate market through strategic use of media. The team’s knowledge, relationships, experience and “can do” attitude have continuously delivered the results needed to support our business objectives and growth. I highly recommend the CRC PR agency to any (tech/proptech) start-ups or scaleups as an outstanding firm to partner with for your PR needs on the UK market." – Maria Bichl, Head of Marketing, Europe, InfinitSpace
Assignment
As a major issue confronting its clients, infinitSpace asked City Road Comms to create an impact PR campaign to raise awareness of the challenges facing the UK office market in transitioning to a net-zero sector, while also promoting the use of flexible workspaces and external partners in navigating this transition.
Campaign
Aware of the plethora of news concerning sustainability in the real estate sector, we needed to ensure our campaign cut through the noise and established infinitSpace as a leading voice in this conversation. To do so, we wanted to offer up some genuinely new, interesting insights into the barriers to a sustainable UK office market.
To achieve this, we commissioned an independent survey of 250 commercial landlords with offices in the UK. The research examined:
- The current adoption of sustainability policies
- The factors motivating landlords to create more sustainable commercial properties
- The changes landlords are making to ensure their office buildings are more environmentally friendly
- The challenges involved in becoming more sustainable as an office landlord, such as cost, complexity and regulation
- What level of support landlords needed to shape and execute environmental policies
COVERAGE
The research unearthed some fascinating insights, which were released gradually across five press releases over a three-month-long campaign – each one delivering into a different theme or issue relating to sustainability and commercial real estate. Additional opportunities were secured through longer thought leadership articles (also known guest features or op-eds), which came from infinitSpace’s CEO and delved into the findings in greater detail.
Some of the campaign’s key highlights include:
- ‘Exclusives’ placed in industry-leading titles CoStar and Property Week.
- Further media coverage in major real estate publications PropertyWire, Property Reporter, and PropertyEU, as well as workplace-specific sites such Workplace Insight and Allwork.space.
- Support with longer thought leadership articles written for Property Wire, Property Reporter and Property Notify.
In total, the campaign received a massive 60 pieces of coverage, highlighting the media interest that can be generated by timely, well-designed and comprehensive quantitative research.
Most importantly, the research positioned infinitSpace as an expert in sustainability and the UK office market, giving our client the platform to champion flexible workspaces as a means of remaining relevant and boosting sustainability.
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