Launch Cardinal Place – a new retail and office development for Land Securities

The Challenge

Launch a new retail and office development – ‘Cardinal Place’ – in a forgotten part of West London.

The Liquid Way

We created a visual metaphor – the cardinal butterfly – which transformed from a giant caterpillar into a 3-day festival of inspiring events on the theme of regeneration.

Event comprised:

1 radio campaign
60,000 leaflets
4 fashion shows
2 bands
1 opera
4 celebrity chef demonstrations
1 celebrity makeover
4 clowns
2 face painters
1 orchestra
1 world renowned artist

Liquid Results

Local retailers joined in the fun and festivities with M&S launching their Autumn collection at a fashion show within the development.

• The event was featured on Capital Radio and on the Jonathon Ross Radio 2 show – attracting an overall reach of 1.2 million people.
• Print circulation was 329,455 and overall circulation including web was listed at 770,000.
• Highly Commended in the Brand Experience Awards.