This FTSE 100 company was keen to communicate to shareholders, customers and competitors when changing status to a Real Estate Investment Trust (REIT).
A major campaign using on and off-line advertising ran throughout January 2007 in national, trade and investor press; all reinforcing the message that Land Securities ‘make property work for millions of people’. The impactful campaign helped establish the company as the ‘REIT of choice’ in the UK. It also helped secure a new audience of investors while sending a clear message to the property market of Land Securities’ growth plans.
