Case Studies
SUSHI KANESAKA LONDON
Bankside Yards
Bankside Yards, the newest development on London's South Bank by Native Land. This extraordinary project spans an impressive 1.4 million square feet epitomising a steadfast dedication to sustainability, and will house prime central London’s tallest new residential tower. This development further highlights London's continued evolution as a global hub for real estate investment and innovation.
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The Brief
To introduce Bankside Yards to the mainland Chinese and Hong Kong markets and build Native Land’s existing profile as a leading developer of large-scale mixed-use developments in London.
The Challenge
Although Native Land has strong links to Singaporean market, Chinese and Hong Kong markets less so. Therefore, the latter two required educating on both the developer and London’s South Bank neighbourhood location.
The Strategy
11K have supported Native Land to introduce Bankside Yards to Chinese HNW audiences. We carefully crafted the right angle for the first press release to the Chinese market and build Bankside Yards as the highly anticipating mixed-use development in by the River Thames. Through the approach of place-making, we also conveyed the messages highlighting the significance of the South Bank area through exclusive media meetings in influential cities, such as Hong Kong and Shanghai.
The Impact
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Within the first three months of brand awareness building, we have achieved 10 positive media articles for Bankside Yards, including Vogue China, Esquire HK, Harper’s BAZAAR and Sina Property amongst others
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Secured four in-person media meetings for Native Land’s Sales
and Marketing Director at Native Land in Hong Kong and Shanghai, including Ming Pao Daily, Sphere Hong Kong, Fortune Character and Noblesse -
Reached over 5 million views in China through strategic media relations