Market News: Hiscox Expands TV Campaign with C4 Property Show

Specialist insurer Hiscox has teamed up with Channel 4 to launch a new property makeover TV series Best Laid Plans. You can see the opening episode of the ten-part show here; http://www.channel4.com/programmes/best-laid-plans 

Hiscox makeover 1

Bold designs and impressive makeover results are featured in the Hiscox Insurance funded show

The programme launched on Saturday (14th October) and represents a co-funded collaboration with the specialist insurer, which offers high value home insurance and cover for premium renovations and extensions. Due to the extra risk involved in major renovation work, property developers and home owners alike need specialised advice and bespoke cover.

Presented by architectural designer Charlie Luxton and property developer Sophie Morgan, the show helps couples with bold ambitions but conflicting visions, to tackle some jaw-dropping renovation projects. From turning a disused chapel into a family home, to giving a 400 year-old thatched cottage a contemporary upgrade, the series offers some of the most impressive ‘before’ and ‘after’ transformations we’ve seen on TV to-date.

The series builds on Hiscox’ existing advertising campaign and has been commissioned as it further expands its footprint in the Renovation and Extension insurance market.

Hiscox insurance renovations 2

Extensive renovations, especially for older homes, can be difficult to insure and this is where Hiscox see a market growth opportunity

Olivia Hendrick, Head of Marketing and Partnerships at Hiscox UK & Ireland commented:

As the go-to destination for property lovers, Channel 4 is the ideal partner for Hiscox. Rather than sponsoring an existing programme, co-creating Best Laid Plans is a creative and cost-effective way for us to reach an affluent homeowner target audience, who have a passion for property and interior design. With renovations and extensions a key strategic focus for the business, the aspirational nature of this TV series provides the perfect fit.”

Hiscox branding will also been seen around the programme in its sponsorship idents. Having worked closely with creative studio and neon light installation specialists Another Space, the insurer’s newly created advertisements portray the growth of a home through light movement.

MARKET TREND IS STAY PUT, RATHER THAN MOVE

Here are some market indicators that show how the Renovation market is expanding;

London property prices are falling, as first time buyers fail to get on the ladder and overseas buyers hesitate due to Brexit. Stamp duty changes have also made moving more expensive.

Property Renovation show returns to Harrogate this November. More info here.

Planning applications for loft conversions soared from 34,000 to 49,000 between 2012-16. For basements the figures were up 183 percent and for extensions the rise was 27 percent, says the Halifax. There is a North-South divide says Halifax, with most of the activity within the Home Counties and London.

 

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