When Patrizia UK and Oaktree Capital Management acquired Winnersh Triangle near Reading from SEGRO in 2013, their shared strategic ambition was to realise the potential investment value of the park through a combination of pre-let and speculative development, while also refreshing existing stock to support the continued growth and success of its occupiers.
Key project information
The new owners turned to us with a clear remit:
- Build media profile for the 90-acre mixed-use business/industrial park as a premier commercial location to help retain existing occupiers and attract new ones
- Create and celebrate a sense of community on the park
- Shape asset reputation among the property and investment community
How we assisted
We kick-started activity helping to re-launch the business park – formerly known as IQ Winnersh – under its new name, Winnersh Triangle, with an investment commitment with developments totalling 170,000 sq. ft. of first-class office and industrial space. Underpinning the launch was a fresh new brand identity and positioning statement for the business park: ‘Exceptional. Every Day’. The identity reflected a modern and professional look across the park estate and all of its signage and marketing collateral, both on- and offline. We developed a suite of key messages reinforcing the overarching positioning statement to clearly highlight the benefits and attributes of Winnersh Triangle in terms of its flexible space offer and strength of occupier community; its unrivalled place – location and accessibility; and the high quality and wide range of its on-site amenities.
We extended Winnersh Triangle’s digital footprint with an established presence on key social channels – LinkedIn, Twitter and YouTube – providing content and community management.
We delivered an ongoing programme of PR activity, mainly focused on news generation – announcing new occupier deals, existing occupier expansions/ lease re-gears and lease renewals, as well as key development and refit milestones on park, and enhancements to the amenity offer and occupier events calendar. Other activity included feature articles, media interviews, site visits, and occupier case studies/ testimonials, as well as award entries.
We have ensured a steady stream of media coverage for Winnersh Triangle in local/ regional press across Reading and the Thames Valley area, and in the specialist property trade press. Our PR outputs have also delivered fresh and regular content for Winnersh Triangle’s website and social media channels, attracting and driving online traffic. Our work has enhanced the brand profile of the business park, delivering strong key message points throughout all content to build a strong sense of occupier community and attract new occupiers, while driving positive reputation in the property sector. In mid-2017, Winnersh Triangle went under offer to Singapore real estate investor Frasers Property International as part of Oaktree’s portfolio of business parks worth £365m.
Winnersh Triangle’s success as a leading commercial location in the Thames Valley region has been recognised with a series of award wins, year on year, including:
- Thames Valley Property Awards 2017 – ‘Deal of the Year’ for BD deal
- Thames Valley Property Awards 2016 – ‘Business Park of the Year’
- Thames Valley Property Awards 2015 – ‘Commercial Property Deal of the Year’ for Rockwell Collins deal