Peabody in the news

Our 'Plaistow & Proud' marketing campaign for Upton Village has won the top prize at the 2016 National Housing Awards.

Now in their tenth year, these annual awards are a celebration of excellence, innovation and creativity in the affordable housing sector.

Left to right above: Alexander Armstrong (host); Lord Kerslake (Peabody Chair); Sarah Butler; Asif Choudry (Resource Marketing - sponsor); Andrew Peglau; Lisa Crush

About the campaign

This integrated marketing campaign used a combination of traditional and digital channels to raise awareness of new shared ownership and rental homes at Upton Village in Plaistow, East London. The brand identity  was both aspirational and inclusive, reaffirming the area’s sense of history, community and pride.

Upton Village in Newham

Judges commended the campaign on its successful understanding of the target market, customer needs and wants.

Sarah Butler, Director of Sales & Marketing at Peabody said:
"We are thrilled to be recognised by these prestigious awards which highlight some fantastic achievements across the sector. Our market-led approach to the Plaistow & Proud campaign helped us to successfully engage with first-time buyers, resulting in all homes being sold before the building was complete."

Peabody was shortlisted in seven categories at this year’s awards and was also highly commended in the 'Best Large Development’ category for Pembury Circus in Hackney.