Lugus Capital: From Ireland to the UK - A Controlled Step into the Spotlight
How Lugus Capital’s first major media push secured premium UK and Irish coverage while keeping full control of the narrative.
Lugus Capital, a leading Irish property investment and development firm, marked a major milestone in its growth strategy with the opening of its first UK office and the appointment of James Ghent as UK Managing Partner. Traditionally preferring to stay under the radar, this was Lugus’s first high-profile media push. Springboard Communications was tasked with managing the announcement to secure targeted, high-value coverage, position Lugus as a credible, internationally ambitious player, and ensure complete control of the narrative.
Objectives
Lugus set out to:
- Establish credibility in the UK market and increase brand recognition outside Ireland.
- Showcase the strength of its senior team through James Ghent’s appointment.
- Position the UK office opening as a sign of growth, ambition, and scalability.
- Keep Irish stakeholders informed while engaging UK trade media and developer audiences.
Our Approach
Springboard Communications developed a carefully managed media handling plan to ensure precision, control and impact:
Pre-pitching to secure advance interest from Tier 1 and trade media before the announcement.
Trade Media Priority: Negotiated a one-hour exclusivity window with Green Street News, Lugus’ most critical UK trade target, ensuring premium placement while still enabling national business coverage in Ireland.
National Business Coverage: Targeted key Irish outlets (Irish Times, Irish Examiner) alongside UK trade to reach core stakeholders.
Interview Management: Secured and supported a high-value profile piece for James Ghent with The Currency, including full prep, briefing documents, and active interview support.
Digital Amplification: Oversaw LinkedIn content and stakeholder email communications to maximise announcement reach.
“This was our first significant step into the media spotlight, and the Springboard team made sure it was exactly the right move. Their ability to secure our priority UK trade target while also delivering high-quality national business coverage exceeded expectations. Every element, from pre-pitching to interview preparation, was handled with professionalism and care, and the result was a launch that resonated with all our key stakeholders.”
David Hickey, Partner, Lugus Capital
The Outcomes
7 targeted media pieces, including Green Street News, Irish Times, Irish Examiner, and The Currency, with a reach of almost 900,000.
Secured one of the most important UK trade media targets (Green Street News) and inclusion in its influential Monday morning newsletter.
The Currency long-form profile provided in-depth space to outline UK ambitions and introduce James Ghent to a broader audience.
Positive stakeholder engagement and strong LinkedIn reaction.
Client Impact
This campaign positioned Lugus Capital as a serious, credible player in both the Irish and UK markets. By combining controlled media access, premium trade coverage, and strategic amplification, Springboard successfully navigated Lugus’s first high-profile media push – earning praise from the client for its precision and results.
