ABOUT

The COVID-19 pandemic established a ‘new normal’ which realigned much of how we live our lives. Working from home, localism, emphasis on community and an increase in demand for event-led experience being just a few. So how does Wembley Park reposition the street level offer to acknowledge this and benefit from its positioning as a 15 minute city? And how do we create a new and ambitious set of sales tools for agents and anyone selling units at Wembley Park?

The TYC team started as always by engaging with key stakeholders (Quintain, incumbent PR agencies, and Leasing Agents) to define requirements and learnings during COVID-19. By combining this with analysis of the current Wembley Park brand, occupier demand and macro economic and cultural influences, we set out to define the positioning, channels and roadmap to delivery.

Our findings showed us that:

The biggest blocker is false perceptions of Wembley Park. Once you see it, you get it. It’s no longer that dodgy part of London that you went to see an AC/DC concert in 1987! We just needed to plant a seed. Make it real for those who haven’t visited recently. Right now, Wembley Park is so well set-up for retailers but we knew people won’t take our word for it. We needed others to speak for us and give an honest, street level vision of Wembley Park today.
Hence #WembleyParkNow. The campaign that would show Wembley Park as it is today from the eyes of all the tenants. The campaign was structured to have 25% focus on Perception and Awareness with the remaining 75% to focus on Follow Up and Sales Tools. The flow of the campaign went through stages of Build Awareness, Spark Interest, Nurture Leads and Enable Conversations.

The campaign and sales tools allowed Quintain to talk to the right audience on the right platform, giving the right message at the right time.

How successful was it? The campaign played its part to secure 7 units in the first 12 months vs the set KPI of 5.

Lasting note. Times have changed and relationships between landlords/developers and tenants have now changed. It’s a much more level, collaborative partnership and an empathic understanding of each other’s worlds is essential to success.