USP Creative

Creating a step change

  • CBRE
  • The Cunard

Identifying the opportunity for a step change in the approach to commercial property marketing. Shifting the perception of office space from being seen as a commodity and focusing on the tangible benefits it can bring to a business.

The Challenge

To launch the refurbished office spaces of The Cunard Building, one of Liverpool’s famous Grade II listed ‘Three Graces’, and part of a UNESCO World Heritage site.

The Liverpool office market is particularly cluttered, with spaces traditionally marketed via rational detail such as square footage and transport links, with little to distinguish between a UNESCO World Heritage site and a 1970s office block.

Cunard Intro Image

The Solution

We still think of the office environment as the traditional space where employees show up Monday to Friday.The problem with this is that it focuses on the environment where work happens, rather than how the environment happens to affect work. It’s time to re-imagine buildings as more than just a physical space. We need to think in terms of a sense of place; an environment designed for business and the lives of all the people who work there.

Borrowing from the lessons of consumer marketing, we identified opportunities for a step change in the approach to commercial property marketing, shifting office space from being seen as a commodity and focusing on the tangible benefits it can bring to a business.

We switched the decision making process from bricks, mortar and square footage, to the emotional and physical benefits of working in that space, and ultimate commercial benefits that they bring. Buildings can improve productivity and performance by as much as 12.5% or reduce it by as much as 17%. Focusing on psychology and the direct impact that an environment has upon employees allowed us to demonstrate the returns on investment of relocating business into the Cunard.

Creating the context by understanding the dynamics of of the past, present and future allowed us to focus on place marketing which underpinned our proposition. Through both on and offline marketing, we created a distinct positioning for the Cunard Building, a place where businesses prosper and communities thrive.