Charter Hall was widely known as one the biggest players in the commercial property sector, but the foundation behind this success was a story that hadn’t been told.

Charter Hall’s Office team wanted to be known as the Australian office market leader and strategic partner of choice. 

Keep Left identified the need to educate potential and current tenant customers, investors and industry stakeholders on Charter Hall’s unique point of difference and tell the story of the company’s success. To do this, Charter Hall Office needed a robust thought leadership program that took its stories beyond the day-to-day deals and success it was known for – we had to dig a little deeper into the ‘why’.

Keep Left identified there was an untapped pool of industry leading talent in Charter Hall’s Office team. Broadening out the spokespeople for the business to include multiple experts across the senior Office team created opportunities to tap into more specific media angles and offer new media perspectives. We wanted to position these leaders as go-to experts for office sector commentary.

Keep Left took Charter Hall’s target audiences and examined where we could reach them beyond the property pages of the daily papers, where Charter Hall was already well known.

We tapped into potential tenant customers through targeted trade media, like building management trade, and looked behind the deals to what Charter Hall Office valued as a business. It was values like their partnership approach, community orientation, and dedication to creating future-forward workplaces, in which the story of Charter Hall’s ‘why’ were most prominent. The Keep Left team them bought them to life through a targeted thought leadership program.

In an ongoing thought leadership program, Keep Left has:

• Told the story of Charter Hall’s unique strategic approach to an audience of over 11 million people;
• Secured features, bylines and opinion pieces with commentary from multiple Charter Hall Office spokespeople in media such as Sydney Morning Herald and Australian Financial Review, as well as targeted trade publications like Campus Review, Architecture & Design and Facility Management;
• Positioned Charter Hall’s Office leaders as go-to experts with key media players, increasing media commentary and event speaking opportunities.

The thought leadership program is ongoing, with many more interesting and industry leading stories to tell.

Charter Hall Office’s scale and positive reputation continues to be an anchor by which it’s known in media. However, there is now increased understanding of Charter Hall’s unique strategic approach and its ability to enhance workplaces and building experiences, all of which drives strong economic returns and growth for its partners, tenant customers and investors.