CBRE NI Real Estate Market Outlook
Client
Brief
To showcase the real estate market in Northern Ireland and benchmark it against the rest of the UK to an audience of local influential business leaders
To reinforce CBRE’s reputation in Northern Ireland as the market leader and ‘go to’ commercial property consultancy for both local and global research expertise
Lanyon provides on-going full-service marketing communications support to CBRE in Northern Ireland, which includes strategic advice, reputation management consultancy, PR & media liaison and stakeholder engagement, as well as event design, management and delivery.
This includes the delivery of CBRE’s annual NI Real Estate Market Outlook (NI Outlook) event. When Lanyon began working with CBRE, their research and expertise went largely unnoticed in the local market as it was not being used in a way to differentiate CBRE from their competitors. We spent time and significant effort on interpreting their data and research, establishing the key interest points for various audiences and presenting it a number of different platforms. A good example of this is NI Outlook, which before we began working with CBRE, attracted only 70 – 80 people annually.
NI Outlook is now a much sought-after business event for major players and stakeholders in the real estate world in Northern Ireland. NI Outlook now attracts around 500 people each year, at an event held in the ICC Belfast (Waterfront Hall). At the event in 2018 alone, Lanyon secured over 50 units of media coverage and 16.8k Twitter impressions on behalf of CBRE.
We continue to work with CBRE, building on the many successes we have delivered with them over our four-year working relationship. This reflects our ability to develop long-term working relationships with clients based on the successful delivery of key strategic projects.
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16,800
Twitter impressions
500
high-profile attendees
55
pieces of coverage
1
ten minute documentary produced
Event design, management & delivery
In order to deliver a busy and engaging programme on behalf of CBRE, we identify and engage with a number of relevant speakers, for example, freelance innovation and cyber security expert Olly Rees; Will Church, the Senior Director in charge of managing the Northern Ireland Investment Fund; and Deloitte NI’s Senior Partner Jackie Henry.
We also assume the end-to-end management of areas including design and branding, AV and tech requirements, catering, registration and co-ordination of presentations and speakers’ content.
PR & Communications
The event brought with it a significant amount of media interest and attendance, so we assumed all media liaison before, during and after the event, which included providing all written materials and facilitating media interviews.
In 2018 alone, Lanyon secured over 50 units of media coverage across print, online, broadcast and specialist trade media publications in the UK & Ireland.
Research & Market Intelligence
Lanyon supported CBRE in the market intelligence and research required to establish a detailed database of key stakeholders and influencers for NI Outlook. This involved working closely with CBRE London as well as carrying out wider market research to augment the internal CBRE network as well.
We also spent considerable time and significant effort interpreting CBRE’s central data and research, translating the key interest points for various audiences and presenting it to a number of different platforms.
Documentary Production
Lanyon developed a 10-minute documentary showcasing Belfast, which premiered at NI Outlook in 2018. The documentary was narrated and lead by ITN’s John Irvine, who gave his take on the positive transformation of Belfast – the city in which he grew up – twenty years after leaving the city. It also featured some of Northern Ireland’s business leaders from across the commercial property and tourism sectors.
