Case Study 5
A New ‘Midtown’ Quarter for London
Redevelopment of Arundel Great Court
Company: Land Securities
Brief: Develop a Framework Marketing Strategy & Plan
The redevelopment of Arundel Great Court will create a new and unique London quarter nestled between the Strand and Embankment (Midtown) that redefines the way we live and work in the capital. This 3.3 acre (island) site located between Strand and Embankment has planning permission for 147 luxury apartments; a hotel overlooking the Thames and; a 398,000 ft2 office building on the Strand.
Marketing strategy and plan 2012-2015 (framework document) with clear recommendations for: place marketing, brand development and naming routes, sales and leasing campaigns. Detailed timeline and supporting 3 year budgets.
In March 2012 Land Securities announced had been successful in selling the Arundel Great Court site to Waterway PCP Properties for £234 million.
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