Case Study 3
Redefining The Elephant
Regeneration of Elephant & Castle
Company: Lend Lease
Brief: Place Marketing, Brand Positioning and Communication Strategy
Lend Lease is leading the redevelopment of London’s Elephant and Castle (E&C) with a £1.5 billion masterplan that includes 2,500 new homes, shops, restaurants, a new park and public squares. Work has started on a 37 storey residential tower and the first phase of new homes on the former Heygate Estate.
Our assignment involved defining what gives Elephant & Castle its unique character and positioning in London. This included meeting with a wide cross section of stakeholders to gain insight to shape the strategies that followed.
Using the insights gained, we worked with our collaborating partners to create a brand positioning and transformation story for the Lend Lease developments.
-Marketing advisory role to senior management team
-Place making and marketing strategies for the new E&C including a new shared positioning
-Stakeholder and resident liaison to explore perceptions of Lend Lease and E&C to develop insights
-Place story and key messages for internal team and PR
-Naming recommendations (for the new developments, streets and open spaces)
-Marketing ‘toolbox’ for collateral development and production
-Communication strategy and plans for the new developments (i.e. One the Elephant and Trafalgar Place)
-Liaison with Hong Kong agents to specify requirements for the overseas sales launch
-Development team workshops
-Brand development and positioning for Elephant & Castle stakeholder group
-Advice and recommendations for development of sales collateral for overseas sales campaigns.
Lend Lease has now begun development of the early phases of the regeneration of The Elephant and our strategy is now helping to shape brand and communication activity on the ground as well as underpinning overseas and early investor sales campaigns.
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