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Cicero and the Yorkshire Building Society (YBS) are proud to be nominated for ‘Financial Services Sector Campaign’ in the PRmoment Awards 2017 for the North.

The campaign elevated YBS’ position as a thought leader on the issue of housing, by calling on the Government to reform stamp duty making it a seller’s tax rather than a buyer’s tax. This initiative would reduce costs for first-time buyers and home-movers.

Using YBS data, the campaign calculated how much money first-time buyers and home movers would save if stamp duty was reformed, and the number of people this would help onto the property ladder based on current market trends. Separately, research was commissioned finding that 60 per cent of prospective first time buyers said that not paying stamp duty would make it more likely they would be able to buy a property.

The campaign resulted in YBS securing interviews with publications including The Times, Financial Times, Daily Mail, Daily Mirror, Mortgage Strategy, Mortgage Solutions and Share Radio, and securing coverage in the Daily Telegraph, The Sun, Daily Mirror, Money Week, Moneywise and What Mortgage.

Commenting, Irene Kyme, Cicero Group, said: “The problems for first time buyers in the UK are well-documented but innovative solutions are in short supply. I am proud that this campaign brings original insight to the debate and achieved a huge level of media coverage, providing a real platform for YBS to move the discussion forward.”

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