PurePure Student Living, which is owned by the private equity group Carlyle and Generation Estates, has tasked theEword with new digital work for its growing UK estate of properties.

The ‘upmarket’ student property company, Pure Student Living, markets its properties in the UK  and in China, India, France and  Germany.

The company, which is based in London, opened in its first student residence in 2012 in Highbury.

TheEword won the pitch in 2012  to promote the development digitally.

Now two further properties will open later this year in London, at Hammersmith and Banksite. A fourth property is due to come online in 2014.

The buildings are unabashedly marketed at up-scale students. The buildings include a twenty four hour gym, Apple iMacs and a cinema room.

TheEword manages all the digital advertising for PSL, in the UK and internationally and has brought on Manchester agency Language to provide support for the marketing campaigns for the Chinese market.