Objectives

Four aims to support the cultural strategy of Wembley Park, driving participation and engagement and using the programme to change perceptions. Our work seeks to build the destination brand, driving footfall and spend across the neighbourhood’s shops, restaurants and venues

We look to amplify partner activity through overarching campaigns, and support the residential offer (Tipi), building awareness of Wembley Park as an innovative, desirable and welcoming place to live

Planning & Thinking

We work closely with the Wembley Park marketing team and its cultural director to plan a combination of high-level destination campaigns with tactical activations and cultural events programming.

Our communications strategy is planned using insights from the Wembley Park cultural and audience strategies. Our brand and culture teams provide sectoral insights and creative input for the formation of the programme and campaign, ensuring a holistic approach.

Implementation

Our year-round communications strategy includes always-on media activity, high profile launches, destination and travel, influencers and partner coordination

In 2019 we achieved:

  • 8bn+ yearly PR reach
  • 1,298 pieces of coverage
  • 68 media personnel and influencers hosted
  • 25+ events, announcements and activations
  • 420,000+ estimated footfall to Wembley Park events outside of match and arena event days

Adapting and Learning

Annual consumer perception surveys, event data, footfall and visitor spend are among the benchmarking data used to measure success.