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Development and implementation of event and experiential strategy for Land Securities

Launch One New Change – the largest retail destination in the City of London

The Challenge

Collider were asked to launch Land Securities most prestigious development in the heart of the City of London in the midst of a faltering economy and declining consumer/retail confidence.

The Process

Central to our strategy was a partnership with The Princes Trust Charity. The partnership was brokered by Collider and this provided the background to much of the experiential activity.

Over the 3 week period we undertook multiple events including exclusive musical performances with world class acts including the Hoosiers, The Drumheads and The London Symphony Orchestra, business consultations with ex TV Dragon Richard Farleigh and photo calls with TV celebrities including Jenni Falconer.

To capture the families we worked with Gavin Turk’s House of Fairy Tales for some spooky Halloween based art workshops and for the ladies we housed a 2 day Handbag and Heels amnesty event where A List celebrities including Gwyneth Paltrow and Sharon Osbourne donated their old shoes and hand bags to be sold to the public – all for charity.

In the final week Collider produced 4 fashion shows for Grazia and GQ and a debate for the Times. The launch activity culminated with an exclusive red carpet VIP event for 400 people on the breathtaking roof-top terrace . Here we staged a performance by Alesha Dixon performing with St. Paul’s Choir – a visual and musical metaphor for the building itself and its proximity to the iconic St. Paul’s Cathedral. The 400 guests partied well into the night with the Cathedral providing a stunning backdrop One New Change Launch.

The Results

The activity proved hugely successful providing multiple hooks for PR and social media amplification. Over 6,00 visitors were recorded in the first hour of activity and 17,000 on the first day. Total footfall for the 3 weeks of activity was over 150,000. Over 300 pieces of press coverage were placed including live TV broadcasts with Sky and CNN.PR and social achieved a total OTS of over 105,000,000. PR to an equivalent advertising value of £1.3m was generated as a result of the campaign.