Portfolio

Lovell: Corporate Stand

Lovell is the nation’s complete housing business and is a wholly owned subsidiary of the Morgan Sindall Group.  ‘We build, refurbish, regenerate, maintain and sell homes across the UK, providing our partners with the most comprehensive service in the housing industry.’

The Lovell Major Projects team turned to Department of Marketing for advice and support in maximising their position as Platinum Sponsor of the national Armed Forces Day event in Salisbury, Wiltshire.

They appointed DOM to design and build a family-friendly corporate stand to be positioned in a marquee on Hudson’s Field, Salisbury.

BACKGROUND

At the time Lovell Major Projects was developing three sites on Salisbury Plain for the Defence Infrastructure Organisation.  It was tasked with delivering 917 homes (Service Family Accommodation) in a little over two years.

The three-day national Armed Forces Day event was an opportunity for Lovell Major Projects to engage with the local community and service personnel and their families.

STRATEGY

We had to design and build an engaging stand which appealed to families of all ages, all while adhering to corporate brand guidelines and a set budget.

The stand also needed to be open without a raised floor so it was accessible to all, particularly those with pushchairs.  Zoned seating was also a consideration so that the Lovell Major Projects team could speak with service families about the properties under development.

Above all, the stand had to be colourful and eye-catching to attract families – the target audience.  Competitions, giveaways and hospitality were designed to appeal to this audience.

As there were no products to display, we used the shape of the stand and activities presented by the Lovell Major Projects team to communicate the company’s mission and ethos

DOM worked with client to create suitable and inviting activities, with high-quality prizes.

RESULTS

• Lovell Major Projects experienced high engagement levels throughout the event, with many children and their families getting involved with the on-stand activities
• The giveaways were well-received (and all went!)
• Feedback from visitors to the stand was very positive

The national event attracted tens of thousands of visitors over the three days.  Attractions included flybys, displays, family activities and live music from The Feeling; headliner, Kaiser Chiefs; and Bjorn Again.  The Princess Royal was also in attendance on Armed Forces Day (Saturday).