Case Study 1
A New Neighbourhood for London
Sale of London 2012 Athletes Village
Company: Olympic Delivery Authority (ODA), Lend Lease, Triathlon
Brief: Develop the place making, brand and communication strategy
The Athletes Village (now East Village) was part of a £1billion investment by the ODA to deliver a Games-time venue for 17,000 athletes and a lasting legacy for East London comprising 2800 homes, academy school, medical centre, shops and all that creates a complete new neighbourhood.
Our role was to advise the senior team and deliver a detailed place making strategy and implementation plans based on two scenarios – either sell entire ‘village’ to preferred bidder or deliver a full sales and marketing campaign to sell the private market homes. This work led to us becoming involved in a series of implementation projects pre, during and post- Games.
In 2011 ODA was successful securing a private buyer for the village.
-Strategic marketing advice to the senior stakeholders on marketing, branding and place making issues
-Place making strategy and plans
-Campaigns and budgets for pre, during and post-Games activity
-Detailed briefs and involvement in the appointment of specialist agencies
-Programme and project plans for inter-agency implementation
-Communication plan, story and key messages
-Place making and brand workshops for project team
-Strategic advice on fixed and mobile marketing suite strategy
-Specification and co-ordination of digital assets for launch
-Advice and direction on thought leadership
-Full suite of marketing strategies and supporting documents placed in ‘data room’ for bidder review
-Detailed briefings to short-listed bidders interested in buying the Athletes Village.
-Retained by successful bidders to provide on-going strategic marketing advice and campaign planning
In 2011 ODA successfully negotiated the sale of the Athletes’ Village to a joint venture between Delancey and Qatari Diar(QDD). A figure of £557 million was agreed.
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