Changing perceptions to turn an office development into a leisure destination
The problem
Wellington Place is one of the city’s most covetable office developments, but what you may not realise is that they have a host of retailers and leisure venues on-site. They needed to shift audience perceptions and establish Wellington place as a leisure destination outside of the 9-to-5.
The insight
People need a compelling reason to turn left at the station, so we built our strategy around unmissable experiences and must-try offers to drive footfall. But it wasn’t just our audience they needed to convince, it was their own too, which meant we needed to target people who actively visit the development.
The solution
Alongside campaigns on our branded sites, we worked with Wellington Place to create regular blogs, emails and social media posts to engage new and existing audiences. Hoardings grabbed attention on site, while the newly revamped Parklife newspaper was transformed into a standout coffee table zine.
The results
Wellington Place has increased brand awareness and reached new audiences, effectively dispelling misconceptions to drive engagement in their leisure offering. Our partnership has allowed them to build a strong database of interested and engaged prospects to remarket to.
