Canary Wharf Group/Qatari Diar
Southbank Place: Prime London Placemaking
We’re biased thanks to our London Bridge location, but we love working on property developments in the heart of the city. Prior to the launch of the third phase of the landmark Southbank Place development – Belvedere Gardens – we were tasked with introducing the collection of new apartments to the media, whilst maintaining a presence for the wider development. Braeburn Estates asked us to create a rolling Southbank Place PR campaign that would cement the property as one of the most buzz-worthy developments in London.
The development offers a range of apartments from one to three bedrooms and exceptional amenities. With globally renowned architects working on the project and exquisite interior design, our Southbank Place PR team was spoilt for choice when it came to pulling out angles for press discussion. The Waterloo development is a luxury product with unique connectivity, and one of our criteria was to emphasise how the development stood out in the crowded London new-build market.
pieces of coverage secured in two years
POUNDS ACHIEVED IN EQUIVALENT ADVERTISING VALUE
Braeburn Estates is a joint venture between two of London’s property giants – Canary Wharf Group and Qatari Diar, overseeing the redevelopment of the new Southbank Place on the site of the former Shell Centre.
Canary Wharf Group was behind the development of Canary Wharf and 20 Fenchurch Street (the Walkie Talkie Building), while Qatari Diar is best known for London’s Olympic Village and luxury development Chelsea Barracks.
Braeburn Estates was keen for Southbank Place to remain ‘in vogue’ in the fast-moving property world, even when there were no construction milestones or new launches incoming. As a luxury development ‘south of the river’ (just), Southbank Place also had to be positioned comparably to properties in Mayfair and Chelsea. We put on our thinking caps to come up with stories based on the area’s history, luxury interiors and location, creating a steady flow of Southbank Place PR interest from target publications and generating sales leads for the development.
The launch of Belvedere Gardens saw a spectacular trip along the River Thames, followed by a gourmet breakfast for the early morning event. The event attracted journalists from titles such as The Telegraph, The Times, Condé Nast, The Resident and the Epoch Times. A host of campaigns focused on the design credentials of the development, seasonal initiatives and construction milestones have followed, resulting in some fantastic press coverage.
We also developed a placemaking story based on Southbank Place’s site history as the location for 1951’s Festival of Britain, hosting press for afternoon tea and then a trip on the nearby London Eye, giving the press a unique perspective of ongoing construction, generating extensive Southbank Place PR coverage.
Our integrated Southbank Place PR campaign delivered:
- A series of events highlighting the development, including Christmas celebrations, placemaking events, topping out and individual press tours
- Assistance for CSR activities within the local community and functioning as Braeburn Estates’ press office
- Close to one billion in circulation, including coverage in every UK national newspaper
What We Learnt
The Southbank Place PR campaign only reinforced the importance of creative ideas and outside-the-box thinking. The success of this campaign hinged on big ideas, and we utilised these to open whole range of possible avenues and deliver the top-tier coverage such a development deserved.
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