Pearl Comms worked with Shakespeare Martineau’s in-house team to lead and implement an innovative, long-term marketing and communications strategy, to support this emerging sector specialism. Our remit included the additional generation of commercial opportunities through stakeholder engagement, events, media relations and content.

To drive industry change, we undertook media analysis of the later living marketplace at the start of the campaign to establish current trends, hot topics and pain points and used these findings to inform our ideas and approach.

We organised and chaired a roundtable discussion that brought experts together from across the sector, ensuring the free flow of ideas and allowing connections to be built and strengthened. The activity led to a leadership appointment at a well-known housing steering group.

Coverage was achieved in key target publications including print and online coverage in The Times, and coverage in PBC Today, Property Week, Housebuilder and Inside Housing, reaching a combined audience of 19.6 million people.