Redwood was tasked with launching a media campaign for M&G Real Estate’s entry into the Private Rented Sector (PRS). Our objective was to position M&G Real Estate in national, investment, pension and trade media as a partner and co-investor of choice for large institutional investors and third party capital seeking exposure to PRS.
In June 2014, M&G Real Estate became the first UK institutional investor to sign a forward-funding deal in PRS. Following a suite of strategic media engagement and profiling for the business in core media, Redwood and M&G Real Estate’s corporate communications team organised a media roundtable in London to discuss why the sector was a viable option for fund managers seeking diversification, while assessing the challenges still ahead.
M&G Real Estate then signed a partnership agreement with Crest Nicholson in May 2015, the first partnership of its kind between an institutional investor and listed housebuilder, marking a major opportunity for institutional investors seeking access to the UK residential sector. Following extensive planning to deliver a thought leadership campaign for the business, we secured targeted media coverage to showcase how the partnership agreement would bring scale to M&G Real Estate’s portfolio of rental properties and stable, income-driven returns for its investors.
PRS’ potential is only just being realised and our media campaign to position M&G Real Estate as industry leaders in this sector continues.