Vauxhall is the central part of Europe’s largest regeneration area, Vauxhall Nine Elms Battersea (VNEB). The GLA consider it a crucial area to deliver on the London Plan and population growth over the next 15 years is likely to be 25%. Already a Zone 1 transport hub connecting London and the South East, passenger numbers will rocket to 45.5 million per annum.
A cluster of towers, a new neighbourhood and new public realm are just some of the schemes 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 ahead of development work that will take many years? How do you attract new visitors, get the workforce to spend locally, encourage investment and help local businesses grow?
In order to develop a sense of place, you first need a sense of identity. We were chosen as the brand partner by the Business Improvement District (BID). The BID reaches as far as Lambeth Palace to the east and encompasses The Kia Oval and Kennington Lane to the south. We positioned and created a place brand, website and supporting collateral. We then developed a marketing plan to target our defined customer segments, local employees, residents, businesses and a wider stakeholder mix. A combination of communicating Vauxhall’s offer clearly through digital channels and a series of varied events 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.