CONTACT US
Case Study

Portuguese Association of Property Developers and Investors (APPII)

The context

The property sector in Portugal is currently facing one of its biggest challenges. Rising prices, a lack of affordable housing and rising interest rates have put pressure on both consumers and professionals in the sector. The boiling point of this crisis reached its peak in February 2023, with the presentation of public solutions for more housing by the executive at that time, which generated waves of controversy. At a time of uncertainty, communicating effectively and strategically is essential to strengthen the position of the property association, which defends the interests of all the agents involved and the population.

The challenge

The challenge we were set was to boost the association's presence in the press, highlighting its president, Hugo Santos Ferreira, increasing its visibility and credibility at a sensitive time for the property sector in Portugal. The aim was to position the association as an active and reliable voice, capable of offering solutions and promoting dialogue between the real estate sector and government bodies. In addition, it was essential to work to win the support of public opinion, creating an image of transparency and social commitment.

The solution

Through a continuous Press Office and Public Relations service, we created a communication strategy that involved creating communication materials, analysing communication opportunities, monitoring the media agenda and producing content.
APPII

Concerted strategies yield significant results

The communication strategy generated significant results:

- Increased media coverage: the association became a constant source of media enquiry. In thirty days, it received more than 22 mentions in the national press, 60 mentions in the online press and 14 appearances on radio and television programmes.

- Enhanced credibility: the association's statements were widely shared, positioning it as a proactive entity and a reliable source of information on issues related to the property sector.

- Influence on public policy: thanks to greater visibility, the association was invited to take part in round tables with political decision-makers, taking the sector's concerns directly to the government and parliament.

APPII
APPII

Communication, a tool for strengthening reputation

In a crisis scenario, effective communication is a key factor for success.

Through a well-designed strategy focused on solutions, we were able to help strengthen APPII's credibility and authority, making it a reference in the property debate in Portugal, helping to strengthen its position in the sector and helping to shape the future of the country's housing policies.

The three main pillars of our approach

- Market monitoring and analysis: we began by carrying out a detailed analysis of the sector, identifying the population's biggest concerns and the challenges faced by property professionals. This research allowed us to adjust the association's message to directly address the most relevant topics.

- Production of relevant content: we developed a content campaign tailored to the media, including:

- Press releases that reflected the association's position on crucial issues, such as the lack of affordable housing or new regulations in the sector.

- Opinion articles and interviews with the association's president, which were published in leading newspapers, television and radio programmes.

- Public relations: we provided ongoing support to the association in direct contact with journalists and relevant media.

Discover more projects and get inspired!

Alcokart: Taking road safety to the media

Promotional Video for Reguengos de Monsaraz

Educational Game of Democracy

Project “Escola de Anciãos”

Blue Bioeconomy Pact