The Land Registry kicks off marketing pitch through COI

The Land Registry, the Government body responsible for registering titles to land in England and Wales, is undertaking a marketing communications pitch through the COI, which is thought to include both advertising and direct marketing.

The Government department was established in 1862 and maintains the world’s largest database of over 21 million titles. The registry guarantees the ownership of several billion pounds-worth of properties.

Last month it appointed Paul Hannick as head of public affairs, moving on from his role at Revenue and Customs. He has replaced Mick Lewis who has since retired.

In October 2005, The Forster Company was appointed to develop a national PR campaign strategy to encourage private landowners to register their land. The COI managed the pitch, which also involved Good Relations and Harrison Cowley.

The campaign focused on promoting the benefits of land registration, which include better protection against encroachment and effective asset management.

Working in conjunction with the Government New Network, the campaign was reported to have prompted a 400% rise in calls about registration, with the number of calls rising from 26 per month to up to 222 per month.

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