Creating a landmark moment for Longbridge
In 2019, St. Modwen was granted planning permission for a new 40,000 sq ft commercial building in the heart of Longbridge Town Centre.
The proposed scheme – known as 2 Park Square – was believed to be one of the largest speculative out-of-town builds in Birmingham in more than 10 years and would deliver prime office space.
This development was significant for the area in that it was one of the remaining projects the regeneration specialists were yet to deliver following the collapse of MG Rover in Longbridge in 2005. St. Modwen had delivered over 1,000 homes, created more than 3,000 new jobs and generated an economic output of £225m GVA per annum in the town – but the regeneration of Longbridge was only around 50% complete.
Our objective was to provide media relations support and to craft web copy for a standalone website to market the new development, drawing on Longbridge’s unique attributes as a modern out-of-town business location. Liquid’s content needed to showcase the town centre as an attractive place for businesses to relocate and thrive. We also needed to inform key target press outlets that the building was coming.
To appeal to prospective occupiers of 2 Park Square, we created a distinct tone of voice and written style that defined Longbridge’s voice. Our role helped shape the standalone 2 Park Square website and what to include, with Liquid preparing the copy for the Home, Accommodation, Location, Amenities & Nature, News and Contact pages of the site. This involved scrupulous attention to detail in our copywriting, consuming substantial planning, architectural and design documents and crafting our words very carefully. We also spoke to tenants at St. Modwen’s nearby Innovation Centre to really nail the messaging for our target audience. Liquid then prepared a press release to announce St. Modwen’s plans to build its Grade-A office development. The hook? We knew that 2 Park Square was believed to be the largest speculatively developed out-of-town office building in Birmingham in more than a decade and we ran with it.
Liquid placed the story in more than 30 different media outlets to a combined reach just short of half a million readers. Despite being chiefly regional news, Longbridge’s strong manufacturing history and ties with MG Rover saw national trade titles Property Week, Estates Gazette and React News all run the story.