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Launch of ISIS
Waterside Regeneration |
The Objective
ISIS Waterside Regeneration is a property formed in
2002 to develop living, sustainable communities on blighted
urban waterside sites owned by British Waterways (BW).
With £100m backing from BW and City funds, ISIS
is delivering the Government’s vision of an urban
renaissance, developing 14 sites across 170 acres in
9 UK cities and towns including Birmingham, Glasgow,
Leeds, Manchester, Nottingham and London.
50% of ISIS profits are re-invested
by British Waterways in the UK waterway network. ISIS
aims to achieve deep, not shallow, regeneration with
its intelligent, carefully thought-out approach to design,
public realm and the housing market.
ISIS launch target audiences
were:
- regeneration sector: including partner organisations
English Partnerships, Urban Regeneration Companies
and local authorities
- private property sector including architecture,
construction companies and property agents
- backers British Waterways, AMEC Developments and
Morley Investments
- potential purchasers of residential units and occupiers
of commercial space
The Implementation
Targets: agenda-setting media figures like Hugh Pearman,
(Architecture Correspondent of The Sunday Times) and
Patrick Walker (Society editor, The Guardian) and Ben
Flanagan, Observer property (see coverage).
In January 2006, SKV tied in the
sales launch of the first ISIS scheme nationwide, in
Manchester, to the corporate launch of ISIS.
The Sunday Times Home supplement
were offered an exclusive first look at ISIS with CEO
Mark Ryder for interview. The result was a double page
spread which set the agenda, reaching as intended both
to consumer and specialist trade markets. A similar
approach to Patrick Butler led to an op-ed piece drafted
by SKV for The Guardian Society.
The Results - National
Press
- The Sunday Times Hugh Pearman – dps
- Guardian Society, Op Ed piece drafted by SKV
- The Guardian - canals feature by Peter Hetherington
- Observer – three Property supplements May/June
06
- Times Bricks and Mortar – City Living feature
- Profile in Public, a key public sector title read
in Westminster & Whitehall
- Daily Mail – ISIS included in Property in
Manchester feature
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