Launch One New Change – the largest retail destination in the City of London

The Challenge

The new £500M Land Securities development in London had courted controversy even before build with a slump in nationwide retail sales due to the recession, the development’s location (immediately opposite St. Paul’s Cathedral) and its modernist design by internationally renowned architect Jean Nouvel.

The Liquid Way

We created a launch campaign that was sensitive to the rich cultural heritage of the area, married the old and new of St Pauls’ and One New Change and demonstrated an ethical heart.

Our launch strategy included establishing Land Securities as a sponsor of the Princes Trust Charity using all of the launch activity as a platform to raise funds from the local City audience.

We then devised and delivered three weeks of events activity (16 separate events) that culminated in a VIP Party on the roof of the development with a live performance by St. Paul’s Cathedral Choir in collaboration with Alesha Dixon. All activity was devised to drive footfall to One New Change and raise funds for our charity partner.

Events included:

• A photo-call with Princes Trust Ambassador Jenni Falconer feeding London’s taxi drivers bacon butties outside London’s newest landmark
• An opening event which attracted 20,000 visitors and including live entertainment from a range of artists including The Hoosiers, London Symphony Orchestra and The Drumheads.
• A ‘Handbag and Heels’ exchange event where members of the public were able to bid to buy footwear and accessories from the likes of Gwyneth Paltrow, Sharon Osbourne and Pixie Lott as well as the retailers, with all the proceeds going to The Prince’s Trust.
• A children’s Halloween experience created by international artist Gavin Turk and his creative ‘edutainment’ troupe ‘The House of Fairy Tales’.
• One-to-one business consultations with ex TV Dragon Richard Farleigh for the City entrepreneurs
• A series of retailer based fashion shows supported by and promoted through Grazia Magazine and GQ.An intellectual debate hosted by the Times.
• A rooftop performance by Alesha Dixon with St. Paul’s Cathedral choir – performed six stories up with the dome of the Cathedral itself providing the stunning backdrop.

Liquid Results

The results of the activity were staggering footfall figures of over 70% higher than expectation and target and PR (delivered by Blue Rubicon) with an advertising equivalent reach of over £1.3m with live interview broadcasts with Sky, CNN and the BBC.

The Liquid Way continue to work with Land Securities in driving footfall to One New Change whilst helping to raise funds for the Prince’s Trust Charity.