BACKGROUND
Launched in 2021, Vita Living was and still would be an incredible BTR tower, however the Manchester rental market had quickly caught up with Vita Living’s offering.
Residents also weren’t using the spaces how they were designed to be used (back in 2018), as life had changed so much as a result of the pandemic.
As such, the brand and product needed a rethink to help it stand-out in a bustling marketplace with new competitors opening all the time.
The Response
- Research with 8,000 people as part of the Future Living Report helped to identify trends to develop the new product around. Creative ideas were then shaped and developed further through resident research which found 85% of residents worked from home at least once a week.
- A new brand ‘uhaus’ was created centred around ‘live, work and wellness’ in response to the way the pandemic had changed the way our residents lived and work, these pillars were used to create a new brand proposition. “Tilting the daily balance in your favour” linking all spaces and services back to this singular thinking, would add value to the resident.
- Upgrades included purposely designed coworking spaces, inclusive bills to shelter from high inflation and housekeeping to help residents get their time back.
- This rebrand was supported with a new website, comms and media launch which centred around a breakfast to dinner press junket and private dining experience and building tours to deliver key messages
The Results
- Sold-out press day with over 40 press and influencers in attendance, touring the building and hearing first hand why this building had and brand had seen so much change in such a shout amount of time.
- Stand out coverage for the brand in key local publications such as Manchester Evening News and Manchester Confidential, local influencers, as well as trade titles such as React News (Green Street, BTR News, Insider and EG)
- 78 pieces of coverage reaching 11M people
- Conversion rate of enquiries up by 13% Y-O-Y
