Positioning strategy for urban renewal project Turnova

The city of Turnhout and project developer Heeren Group are building Turnova: a city district near the Grote Markt, with stores, apartments, a hotel, above-ground parking, the Municipal Academy for Music, Word and Dance, and a residential and office tower with a restaurant and a roof terrace. Due to all kinds of complications and delays, few people of Turnhout still had faith in the project. A new positioning strategy turned this perception around.

Question

Through participation sessions with residents, the city of Turnhout was looking for a specific meaning for the site. Afterwards, they started looking for a private partner who – taking into account the collected input – would develop the new city district. Because this spanned over a period of multiple years, the Turnhout’s citizens no longer believed that Turnova would ever be built. That is why the city brought a professional agency with proper expertise to the table. Starting in 2014, Connect developed an extensive communications plan.

Approach

To personalize and promote the project, we used “Turnova’s family”: faces who embodied the future users of the new city district. A new logo and a fresh identity surround the relaunch of the project. For over 2 years, the communications plan has formed the backbone of all communications efforts, including the website, press articles, a promotional video, real estate brochures, newsletters and magazines.

The constructive cooperation between the city and the project developer ensures an optimal result.

Result

The perception regarding Turnova has turned around 180 degrees and the interest in the project has only risen. This is reflected in the number of visitors of the Day for Neighbours and the Day of Open Construction Sites. In the implementation of the strategy, Connect functions as a bridge between the city and the project developer.

Facts & Figures

  • More than 2,100 visitors at the launch event.
  • 1,500 visitors during the Day of Open Construction Sites in 2016.
  • 140 neighbours and future residents visited Turnova during the Day for Neighbours in 2016.
Positioning strategy for urban renewal project Turnova Positioning strategy for urban renewal project Turnova Positioning strategy for urban renewal project Turnova Positioning strategy for urban renewal project Turnova