Welsh Government

Finding a home for new renting legislation

In September 2019, the Renting Homes Fees Charged legislation came into force, restricting the types of fees landlords are able to charge tenants in Wales.

 

Equinox was hired to raise awareness of the new legislation amongst tenants and potential tenants while also working with the Private Rented Sector (PRS) to ensure compliance across the industry.

Tactics​

We focused on two key target audiences: tenants / prospective tenants in the PRS in Wales aged 16-55 and landlords and letting agents in Wales. To engage these groups we used a variety of tactics, including:

  • A simple yet versatile campaign message – The Way We Rent in Wales is Changing – which means just as much to a tenant or prospective tenant, as it does to a landlord or letting agent;

 

  • Four optimised campaign videos (two in Welsh, two in English) for use across all digital platforms;

 

  • An integrated digital campaign comprising PPC (Google Search and Display), as well as Facebook, Instagram and LinkedIn advertising;

 

  • The creation of a digital toolkit for landlords and lettings agents, to help them better understand and engage with the campaign.

Results​

  • A total of over 2.5m ad impressions – exceeding the client's KPI by 401.1%

  • 216.9k video views – up by 767.9% on the KPI

 

  • 25.3k unique visitors to the gov.wales website – exceeding the KPI by 102.9%.

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