A Beacon for Modern London

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The Challenge

The Shard was conceived as a building with multiple uses: a vertical city where people could live, work and relax. But whilst being the tallest building in Western Europe gets you noticed, it does not guarantee a place in people’s hearts.

The Solution

Good Relations has been supporting Real Estate Management with an ongoing PR and social media programme to build reputation for The Shard, a global building brand worth an estimated £175 million.

We support REM in effectively managing all media and social communications, from promoting its vacant spaces to potential occupiers and responding the varied issues associated with its day to day operation, through to the unveiling of new public art installations and its world renowned festive lights display.

We operate the REM press office, handling an average of more than 25 media enquiries per month and providing on-call 24 hour, 365 day incident management support.

Over the past four years, our creative Shard Lights campaigns have driven record results across media and social channels. Measured through the volume of coverage, message penetration, social media engagement and sentiment, the public perception of Shard Lights goes from strength to strength.

Shard lights switch on 2021 31

The Impact

Over 450 media articles for Shard Lights in the past 2 years
Shard Lights campaigns have reached more than 600 million people in the UK and overseas
Followers across The Shard’s social channels have grown by over 12% in the last 2 years
81% increase in media coverage for Shard Lights in the last two years compared with the previous five campaigns
Average engagement rate across social channels of 10% for Shard Lights, with over 770,000 impressions
Each year we protect and build the reputation of The Shard by handling over 250 media enquiries efficiently and effectively

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