ING launches Royal Mills campaign with Impact, Ripe

ING Real Estate has retained Impact Media PR to promote Royal Mills, the £50m residential and commercial scheme in Ancoats, Manchester.

Impact will deliver a series of events to show the scheme to potential purchasers alongside a media relations push that will highlight the mill's quirky appeal. The agency is also commissioning a short promotional film by former ITV producer Jayne Brierley that will reveal the hidden charm and contemporary nature of the project.

Leeds-based advertising agency Ripe will launch a revised online, outdoor and print presence.

Impact managing director, Paul Patton, said: "We are thrilled to have won this important new account – for too long Royal Mills has lost its edge and interest within the market place. Our campaign will reposition the scheme primarily as a premier location to live but also as a place to work as we will also be involved in attracting commercial tenants for the ground floor retail units."

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