Launching A New Force In Industrial Development
There is an enormous sense of excitement and anticipation about helping to create something new . . . so the fanfare hailing First Panattoni’s arrival as a major player in the world of industrial development was the culmination of weeks of work by Reach to deliver the desired outcome.
Having played a significant part in First Industrial’s emergence as developer of outstanding quality and agility, we were tasked with developing a new identity for their merger with Panattoni, the largest developer in Europe, in forming a commercial real estate platform of unrivalled strength.
Initially, the launch programme took shape under a veil of secrecy, before a campaign of teaser adverts revealed that Panattoni were coming to the United Kingdom ahead of the big announcement.
‘Panattoni enters UK sheds market with £300m spec push’ was the headline which eventually revealed to the commercial property world the merger of Panattoni Europe and First Industrial.
By then, a new website was ready to be launched and all the other essential corporate assets were in place, including signage for their headquarters in Warwick, stationery and a new Product Guide.
Working with First Panattoni’s Managing Director Matthew Byrom, the rest of their executive team and representatives from Panattoni Europe, we developed the new brand, yet one combining original elements of both merging parties to create a very strong, recognisable identity.
Once a merger date had been confirmed, we had six weeks to activate a launch and communication strategy, the first step being to reproduce all First Industrial’s existing material with the new brand.
The teaser adverts built up anticipation to such a level that the announcement itself had to be carefully planned out.
Clearly, such an important announcement needed to have maximum impact, particularly in key publications such as Property Week and Estates Gazette, forever striving to be one step ahead of the other.
Property Week’s ‘shed-head’ – or News Editor as he is officially known – Richard Williams was set up to interview Matthew Byrom and Robert Dobrzycki, Chief Executive Officer of Panattoni Europe, and ahead of the official release being distributed, Estates Gazette’s Amber Rolt was briefed.
Coverage of the announcement was achieved across a number of other newspapers and publications, both nationally and internationally, while Amber Rolt subsequently requested an audience of her own with Matthew Byrom for the Industrial Supplement to be published by Estates Gazette.
In reflecting on what had been a satisfying outcome across all aspects of the Reach team, Managing Director Asgoo Pirbhai commented: “We’ve worked with Matt to establish the First Industrial brand and are proud now to be playing such an important part at the start of a new journey as First Panattoni.
“We look forward with enthusiasm to working with Panattoni Europe and maintaining First Panattoni’s identity in the UK. We wish our friends at First Panattoni all the best in this new stage of the company’s evolution.”