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.