Leveraging media relations to Introduce a new player to the Portugal property scene

As a newly-established entrant to the Portuguese property market, Reward Properties needed an introduction to the global stage, building familiarity, trust and awareness with both the brand and its development portfolio.

We used our close network of trusted property correspondents and editors to create carefully placed editorial on its current and upcoming projects. Telling thoughtful stories of their heritage, architectural importance and craftsmanship of their individual creations inspired key international media and distinguished them in an increasingly busy marketplace. Tapping into the news agenda to generate a sense of urgency amongst audiences, the upcoming end of the Golden Visa Scheme in Lisbon was utilised to further drive conversation – also creating a platform to deliver product-led messaging.

To maximise reach during a pivotal time in the market, we created opportunities for direct engagement with international HNW audiences through tactical cross-channel partnerships, including a co-authored thought leadership paper with a leading Asian database that generated six dedicated pieces in Hong Kong and Chinese titles. An events and content partnership with global media title, Abode2, created a prime opportunity to introduce Reward Properties to a highly targeted pre-qualified database.

A drumbeat of brand building activity ran alongside to underpin the product positioning and develop essential credibility, leveraging the extensive expertise of the team to place thought leadership pieces and expert commentary in key industry and consumer-facing titles. 

In one year, the campaign reached over 4.6m people, raising the profile of the brand and its portfolio through coverage in publications including Mansion Global, International Property Investor, Property Investor Today, The Times Bricks & Mortar, React News and Luxury Adviser.