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Monthly rents campaign

National campaign for Hermes

Hermes Real Estate was keen to respond positively to the British Retailer Consortium (BRC) call for monthly rents in order to position itself as an investment manager and landlord willing to engage openly with occupiers.

Redwood delivered a thorough briefing and timeline indicating the potential pitfalls and opportunities of instigating such a high profile issues-led statement. Comprehensive key messaging ensured information on Hermes Real Estate’s stance on monthly rents was effectively disseminated internally.

Understanding the target audience, Redwood devised a headline grabbing campaign to position Hermes as a thought-leader on this issue. The fund manager’s offer of monthly rents made the front page of the FT and the front page of Companies and Markets, on the same day as it appeared on the front of Property Week. This led to further national and trade coverage.

Redwood also managed the challenge of protecting Hermes’ reputation following such a big announcement. As a result of forward-thinking action, the debate soon moved to a wider platform, enabling Hermes to step out of the limelight as they desired.

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