READING ON THE
GLOBAL STAGE – MIPIM 2008
third year running, a partnership of Reading stakeholders joined
forces to promote Reading as an international investment proposition.
The project was led by Reading's economic development company -
Reading UK CIC - in conjunction with Hicks Baker and Strutt & Parker:
commercial property consultants.
This took place
at MIPIM - the international property market held in Cannes, which
this year attracted in excess of 28,000 delegates: from developers
to property advisers; investment companies & banks
to architects & designers; and from construction companies, lawyers
and development corporations to local & regional authorities.
This is the third
time that Reading has been positioned as an investment proposition
on the international stage of MIPIM and this was in collaboration
with Muse Developments Ltd, Ridge Property & Construction Consultants,
Peter Brett Associates, Sackville Properties, Field Seymour Parkes,
Reading Borough Council, McKay Securities plc, Hammerson plc, Barton
Wilmore, Bewley Homes plc, Haslams Residential.
With the support
of these sponsors we were able to charter a luxury 44m motor yacht
and brand it using the new "Reading UK" place
brand. This provided a superb platform from which to present our
development and investment credentials, using different fora such
as breakfasts, lunches, early evening receptions and formal dinners;
in all, 15 bespoke events were held on board the yacht.
Our funding partners
were also able to use the boat as a platform and venue for smaller,
more intimate business meetings and, while the boat was branded
predominantly ‘Reading’, this was
complemented with a striking array of smaller but prominent partners’ logos,
aligned under the Reading UK 'banner'.
The ‘Reading Boat’ proved a highly successful means
of raising Reading’s profile and each partnership event on
board attracted a targeted audience from sectors such as development,
investment, architecture and property. In all cases the invitees
were introduced to Reading stakeholders, briefed on key aspects of
its performance and potential and then shown a newly commissioned
five minute DVD of Reading. One event attracted the Chairman and
Chief Executive of SEEDA.
Another means of marketing Reading was a pocketbook version of the
latest Development and Investment Review, which was launched at the
2005 Reading Conference. This was completely re-written for the event
and distributed to all guests that joined us to hear the Reading