At the end of 2010, Show Media was retained by Land Securities, the developer behind One New Change, to create a marketing strategy for the building.
The challenge was to come up with a strategy that would promote this new building as a destination location and not just in terms of its retail offering. Show Media created a core idea for the marketing and launch based on the meeting of new and old and inspired by One New Change architect, Jean Nouvel, who said he wanted a building that could engage in a dialogue with next-door St Paul's Cathedral. We created a programme of activity to attract different types of people to the building including editorial pieces placed in publications, media partnerships with The Times, GQ and Grazia and a series of innovative events including an opening party on the roof; a debate hosted by The Times; fashion shows hosted with GQ and Grazia; a photographic competition for Times readers; and an on-site business consultation with Dragon's Den ‘dragon’ Richard Farleigh.
In 2011 Show Media will be involved in follow-up activity.
Monday, November 29, 2010 at 1:48PM
