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Yorkshire firm’s Tour de France initiative becomes Tour de force in national awards

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A Yorkshire residential sales and letting agent has proved “the wheel deal” in a prestigious national awards scheme open to 12,000 branches nationwide.

Linley & Simpson was honoured in the Sunday Times “Estate Agency of the Year” awards for the eye-catching way it marked the county’s starring role in this year’s Tour de France.

The independent agency, whose branch network took in the routes of Le Grand Depart in July, launched a limited edition of signboards to celebrate the event.

The customised signage, which featured a cut-out of the iconic yellow jersey, became a common sight outside hundreds of properties for sale and for rent across West and North Yorkshire – as well as a worldwide TV audience of millions.

The signs were offered to both sales and letting clients across all 10 of the company’s offices – Harrogate, Ripon, Wetherby, York, Ilkley, Saltaire, Wakefield, Roundhay, Horsforth and Leeds city centre.

Now the initiative – which generated a raft of new instructions and triggered an 83 per cent uplift in visitors to the company’s website – has won the silver accolade in the flagship awards’ category for the best national marketing campaign for 2014.

The winners were presented with their awards by Michelle Mone OBE,  one  of  the  UK’s  most  successful  female  entrepreneurs  and  founder  of international  lingerie  brand, Ultimo.

Judges praised the way that Linley & Simpson took innovation to new heights, by linking the world’s biggest televised sporting event with the most significant new business development in its 17-year history – the launch of a dedicated residential sales department.

Alongside the boards, Linley & Simpson also ran a competition for all new instructions from April to July.

Again the competition tied into the whole ‘Tour’ theme with the winner receiving a holiday voucher worth £2014.

The final angle of its campaign was a staff charity bike ride which took in both the route and its network of offices in aid of Martin House Children’s Hospice, the company’s inaugural charity of the year.

Director Nick Simpson said: “We pride ourselves in offering an extra dimension and innovative approach to the services we provide, and are delighted that the success of our Tour de France campaign has been recognised on a national stage.

“Not only did we want to generate firm leads but we wanted to show our support to this once in a lifetime event that was coming to Yorkshire, and also for Martin House.

“The money raised from the bike ride helping us to pedal past our £25,000 target that we challenged ourselves to generate for them during the year.”

LS Sunday Times Michelle Mone pic
Entrepreneur Michelle Mone OBE presents directors Will Linley and Nick Simpson with their accolade for the agency’s Tour de France campaign, flanked by category sponsor Brian Farrell of Metropix

 

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