It’s the biggest property show in the world, attended by all the key media from Europe and beyond. And this year, Spirit was asked to help shine a light on the Bristol & Bath region’s presence at the event – MIPIM 2014.
Competing with some of the best known cities in the world as well as major UK cities such as London and Manchester presented a big challenge. Grabbing the attention of national journalists who had packed schedules meant we had to scrutinise the region’s offer, decide what made it stand out from the crowd and tailor our pitch to each member of the media.
We secured meetings for the delegation led by the region’s investment promotion agency, Invest Bristol & Bath, with key national media including The Guardian, The Times, Property Week, Estates Gazette – and the daily MIPIM News. To ensure regional stakeholders in the West of England were aware of how the area was being sold to potential investors, we generated stories and opinion pieces in the run up to, during and after the show.
MIPIM is always frantically busy, with back-to-back meetings scheduled throughout the day so a member of the Spirit team was on hand at the show to co-ordinate all media activity on location and help out with event support.
In total, we secured around 50 pieces of coverage across a wide variety of media outlets including new stories, blogs and opinion pieces, contributing to a real sense that this year Bristol & Bath significantly upped their game and presence at the event.
We will be building on this over the coming weeks to make sure the region capitalises on all the relationships established at MIPIM.