Truth Creative checks into Parklane Group branding role

Truth Creative has checked into leisure, property and student lettings business Parklane Group with a remit to support branding and creative campaigning.

The Leeds-based property company has so far briefed Manchester’s Truth Creative to support the introduction of a loyalty scheme for  Roomzzz aparthotels; create a new gym brand maximise occupancy at its Parklane Properties and Rentinc student accommodation businesses and create a fresh new brand identity for its IconInc luxury student accommodation. 

Established in1976, the Parklane Group is an independent, family-run property business renowned for innovation in the estate agency, student property and leisure sectors, including the introduction of the first all-inclusive student rental offer. It has a charitable foundation called the Parklane Foundation.

Truth Creative’s work will support further innovation across Parklane Group. The agency was appointed following an introduction via Breadwinner, a marketing intermediary service with more than 30 members across the North West. Truth Creative was initially asked to support in providing brand consultation, brand strategy and creative campaign work.

Jo Scott, co-founder and managing partner at Truth Creative, said: “Parklane Group boasts an interesting and exciting portfolio of brands, each offering distinct, but complementary, propositions.

“Over the next 12 months, Truth will work closely with the team to develop brand strategy, evolution, digital and OOH campaign work to support the growth objectives of each brand within the portfolio. It is incredibly rewarding and exciting to work with such a dynamic, brave and forward-thinking business and we cannot wait to support the next chapter of growth at Parklane Group.”

A Parklane Group spokesman said: “With so many new and exciting projects happening across all of the group’s brands, we needed to work with an agency who understood the unique challenges of having so many different brands with different creative guidelines and requirements. Truth has adapted perfectly to that challenge, creating fresh and exciting brand creative for crucial projects with great communication, timely delivery and a really collaborative approach to working.”

Since appointment, Truth Creative has delivered:

• A new loyalty brand for Roomzzz, named Perkzzz, with a view to driving direct sales and decrease reliance on online hotel booking sites
• Customer acquisition campaign concepts and multi-channel copy development for the Rentinc, Iconinc, Parklane Properties and Roomzzz businesses
• Naming development and brand identity for a new gym concept that will sit across the Iconinc and Roomzzz estate