Case study: £43m investment in Hull’s regeneration

The Glass House, Queen's Gardens, Hull

Divine Clark PR has been working with Iguana Developments since February 2018.

Managing Director, Jason Coleman has invested in property in Hull since 1993, growing his portfolio to 230 tenants who live in high-end shared houses and corporate quality apartments, for graduates and young professionals under the brand name YUPeLET.com.

Iguana Developments represented a major step change with the involvement of a silent partner who, as a good friend and prolific business man saw Jason’s vision of Hull as an opportunity to expand into larger projects, investing over £42m in Hull City Centre and The Old Town.

Unknown Brand

HU1 at Essex House, Manor Street, Hull

At the time of meeting, Iguana Developments was an unknown brand, with no public profile, no logo or website. The initial PR project, working with letting agent, MyPad was to raise awareness of 45 high-spec apartments at Essex House in the Old Town of Hull.

Divine Clark PR launched the new brand and the apartments which, with MyPad’s sales team and stand-out quality were fully occupied within two months of opening.

Promoting a Community Living Space

Liberty House, Liberty Lane, Hull

Liberty House, again located in Hull’s Old Town is 25 apartments, previous office space refurbished for sale. The angle was to promote a community space to owner occupiers, some of whom had never even considered moving into Hull’s city centre until they saw the apartments. Buyers were a mixture of young professionals, singles and downsizers

 

 

The Glass House, Queen’s Gardens, Hull

 

The Best Apartments in the North of England

The largest and most recent development is The Glass House, the former Police HQ in Queen’s Gardens Hull. Divine Clark PR worked alongside the brand development team to name the building, design the brand and launch the development ready for sale. This included a brochure, social media and a variety on one-liners used to describe life in the city centre.

Integrated Marketing

The team at Iguana Developments has since grown and all members are savvy to effective marketing strategies. This client is a dream to work with, understanding the benefits of the full integrated marketing approach – editorials, social media, websites, radio advertising, events, networking and award entries.

All of the properties have value added, not just a home but a lifestyle and Iguana Developments takes city living to the next level. In the past many developers have seen Hull as deserving just cheap and cheerful, but Jason offer a 21st century London experience by including luxury facilities within each building, for people who appreciate quality and demand amenities that reflect their aspirational lifestyles. His objective has been to to bring Kingston upon Thames to Kingston upon Hull.

Testimonials

Jason Coleman says: “The team at Divine Clark PR has put Iguana Developments on the map. As a relatively unknown developer, we are now one of the best know in the area. This is partly because of the quality product we offer but also Jess’s media contacts, flair for creating interesting news stories. If you have a great product or service, Jess will come up with unique ideas to promote it, generate sales and generally create interest in what you are doing.”

 

Award winner, Charles Weeks is the Sales and Marketing Manager for Iguana Developments. He says:

“We work very closely with Divine Clark PR. Jess has generated lots of positive media coverage about the business in general, our apartments and the members of our team. We always turn to her for creative ideas, she can produce excellent one-liners and finds imaginative ways to promote us. PR is an excellent investment, one which I can recommend you undertake.”

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