IMMOFINANZ is greatly committed to CSR and conducts its business with the consideration of social interests and natural environment while building its reputation and long-term relationships with the local community. Delivering CSR in line with its brand image, which is socially responsible and committed to educating local community, IMMOFINANZ extended its sustainable growth policy to address the annual bee decline. Comprehensive and consistent initiatives in that scope were delivered both in shopping malls under the brand VIVO! (Lublin and Krosno) and office property branded with “myhive” (Nimbus office building).
All these properties now have professional all-year-round beehives on their rooftops handled by certified beekeepers with a total of 700,000 krainka and buckfast bees, which are gentle, have low swarming tendencies, handle winter well and provide a lot of honey. To spark customers’ interest in beekeeping and the urban bee problem, many activities have been delivered, including honey harvesting and tastings on top of the malls. A series of very popular workshops for children and adults as well as meetings and shows related to bees, their role and importance were offered, too: each workshop was attracted by ca. 300 children, and over 500 visitors per venue, including local journalists. Dedicated POS materials were also created, and PR, social media and promotional campaigns supported the project, covered in major local and retail media, bringing over 60 news pieces with ca. PLN 115k of AVE for Lublin, over 30 pieces with ca. PLN 62k of AVE for Krosno, and nearly 40 with ca. PLN 70k of AVE for Nimbus. Social media posts were very popular, too: ca. 3,876 posts on bee yards appeared in Lublin’s social media, alone.
Depending on the specific of particular property, additional actions related to bees were taking place. In Lublin the bees were included in the core image campaign Stylish Lubelak, in Krosno a permanent educational exhibition was set up, and the bees on top of the office building myhive Nimbus can be watched live via a special camera.
Honey from the hives is one of image-building products for the properties. It is donated to customers at green events. Tenants and business partners have been considered, too – honey goes to the B2B community at business events, fairing events. However what is most important, throughout the scope of actions the company is confirming its care for CSR and ecology.
