Redrow is one of the UK’s leading new homes developers, responsible for building over 4700 properties across 120+ new developments throughout England and Wales. As one of the country's most popular house builders, Redrow has just achieved a record breaking year, announcing record turnover and profits to the delight of its customers, staff and shareholders.
But things haven’t always been this good. During a difficult period between 2005 and 2008 the company went into decline and the Redrow brand suffered badly.
Redrow’s founder Steve Morgan, who stepped down in 2000, rejoined the company in 2009 and immediately set about re-invigorating the company he had started as an ambitious 22 year old back in 1974. His vision was to make Redrow great again and we were appointed to help resurrect the brand and restore its proud heritage.
At the heart of Redrow’s resurgence was a brand new product range called ‘The New Heritage Collection’. Based on the Arts and Crafts architectural styles on the 1930’s on the outside, it combined with free flowing open plan designs internally, which meant the new range of homes proved an instant success with customers nationwide.
We were at the forefront of the new marketing approach. Our property know how helped launch the New Heritage Collection through creative thinking and innovation with digital technology.
We developed RedrowTV – an online broadband TV channel. It was a first for the industry. It allowed Redrow to deliver engaging and relevant film content quickly and cost effectively to Redrow customers through a range of product, location, incentive and testimonial based films.
RedrowTV and film content in general play a major role in communicating the Redrow brand as well as all sales and marketing communications online and directly through all development sales offices.
It was recognised by Housebuilder Magazine and won Best Marketing Initiative 2010.
Our know how didn’t stop there. The following year saw further national acclaim with Redrow’s ‘Our Pride – Your Joy’ campaign becoming universally accepted as their brand purpose. This too was recognised by Housebuilder Magazine and won Best Marketing Initiative in 2011.
Today our property know how is just as relevant as it was in 2010. This proud and respected marketing partnership continues to thrive and flourish. We create over 1000 pieces of film content every year, which is just a part of the multi-layered strategy that we're responsible for.
The brand purpose may have evolved, but ‘Pride and Joy’ are very much part of Redrow's DNA and are core pillars of the whole organisation and what Redrow stands for.
Our film, innovation and communications know how are still setting new firsts in the property industry. Corporate storytelling is just the latest in recent successes that have elevated the Redrow brand to new heights in home building.