As the central part of the largest development area in London, Vauxhall is critical to the future of the capital. It sits within the Vauxhall Nine Elms Battersea opportunity area (VNEB). With a Zone 1 transport hub connecting London and the South East plus commitment from some of the biggest developers, it is undergoing whole-scale change. A cluster of towers, a new neighbourhood and new public realm are all in the pipeline. There’s already a thriving and diverse mix of businesses, residents, visitors and things to do. So how do you build on that, accelerate change and shift perceptions? How do you attract new visitors, get the workforce to spend locally, encourage investment and help local businesses grow?
We were chosen as the brand partner by the Business Improvement District (BID), an area that reaches as far as Lambeth Palace in the east and encompasses The Kia Oval and Kennington Lane to the south. We positioned and created a place brand and supporting collateral. We then developed a marketing plan to target consumers, local employees, residents, businesses and a wider stakeholder mix. A combination of communicating Vauxhall’s offer clearly through digital channels, a series of events from large-scale outdoor to smaller art and music events will complement ‘behind the scenes’ relationship-building and a programme of work to support local businesses.
Defining ‘The destination for different’ as the brand promise, we set the strategic direction for the Vauxhall place brand, positioning it apart from the other locations in central London. The brand plays to Vauxhall’s unique off-beat spirit, drawing on the anarchic and illustrious reputation of the Pleasure Gardens to grab attention and get people to think again about the area. Inclusive, it celebrates variety and difference whilst tackling negative perceptions head-on with a knowing smile.