iNHouse Communications has provided communications support for L&Q, The Hyde Group and East Thames for today’s (Wed April 6th) public announcement of merger talks between the three organisations.

The housing associations are planning to join forces to create one of the country’s top four largest house builders. Together, the three organisations will be able to build 100,000 new homes across London and the South East – 35,000 more homes than they could have achieved alone, representing an investment of £25 billion over the next ten years.

Half of these new homes will be for people on lower incomes, making the new organisation the largest provider of affordable homes in the country.

Our senior team provided strategic counsel, media training and communications support to senior management in advance of the public announcement. On the day, the INHouse offices turned into a media centre, carefully monitoring online coverage, securing broadcast exposure and reporting back to all three organisations at regular intervals. We also encouraged other stakeholders to come out in support, resulting in Housing Minister, Brandon Lewis welcoming the news on twitter.

The carefully-handled timing ensured widespread positive coverage for the merger across the media: including The Financial Times, Daily Telegraph, The Times, Inside Housing and the Evening Standard as well as LBC Radio.

The merger talks were welcomed by the Housing Minister, Brandon Lewis MP who said: “This shows what can be achieved by combining the strengths of each organisation. It will make a real difference to increase their capacity to build, house and help thousands of people across London and the South East. I welcome the added focus on helping our ageing population and the launch of a training academy for staff and residents. In my mind, this is exactly what housing associations should be doing”.