case study: Jones Lang LaSalle
Flagship reports for a global leader in property, hotels and hospitality
Sectors: Property, Retail, Hospitality
The client
With nearly 300 offices operating in over 80 countries, JLL (formerly Jones Lang LaSalle) is one of the biggest global players in real estate, investment management, and professional services.
In the five years running up to the pandemic's dramatic impact on the hotel sector, JLL’s Hotels and Hospitality group lead the way in securing high-profile deals totalling over $77.5 billion.
When they’re not brokering such extraordinary transactions themselves, they offer world-class consultancy and advice to investors, putting their powerful research capabilities in the hands of global property moguls.
Campaign: Hotel Investment Outlook reports for JLL Hotels and Hospitality Group
The services
Copywriting
The numbers
3 flagship reports
Each turned around in 3 days
Received JLL’s highest core client engagement
The challenge
JLL Hotels and Hospitality’s lead annual report, Hotel Investment Outlook (HIO), collates statistics, insight, and opinion from experts in more than 20 countries to provide a detailed snapshot of the industry and a forecast for what’s coming next.
Sookio were brought on board in 2017, 2018, and 2019 to take the raw data prepared by the JLL team and spin it into an engaging, informative read which commanded attention without sacrificing accuracy.
Oh, and each time it all had to be delivered in three days.
The approach
HIO 2017: Endurance Against All Odds
Industrial resilience in Europe, the rise of domestic investment in the US, and the unstoppable ascendance of Chinese capital were just some of the big themes addressed.
To categorise this information, we used storytelling software Turtl to create a digital pop-up book. Each segment got its own page, lovingly set against some striking artwork, chosen by JLL’s in-house designer to reinforce the theme of tenacity in the face of incredible pressure.
HIO 2018: Pushing Forward
Honing in on the most valuable information to produce a report loaded with industry facts and stats.
There was more of a print design-led approach and an art style that brought the data to life at a glance. Tiny tweaks to layout, headings, and structure of the text resulted in an incredible looking final product.
HIO 2019: Firm foundations
Amid mounting economic uncertainty and increasingly volatile global politics, 2019's investment report sought to reassure nervous investors that the industry still stood on solid ground.
We were lucky enough to once again work with JLL’s awesome design team. Weaving their magic throughout the pages, we got a warm, friendly look reflecting a report that touched on trends like co-working and the luxury experience economy.
The results
Each report needed a different creative direction, while still feeling like a cohesive part of the same series, with a focus on storytelling and showcasing the essential data insights.
Three very different reports with different creative approaches allowed us to stay flexible, while still making the most of the knowledge we’d picked up the first time around.
Each year, we produced a report that was jam-packed with what investors wanted to see, in plain and accessible English, and they both looked great to boot!
In particular, the 2018 edition received JLL’s highest ever core client engagement.
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Their content writing support really made this a market-leading differentiator.
Sookio are a pleasure to work with and turn things around very quickly.
The key messages are such an important part of our flagship annual piece and their content writing support really made this a market-leading differentiator.
Vice President, EMEA Marketing Hotels & Hospitality at JLL