Key
Intelligent Property Marketing
PEABODY & HILL

Award-winning waterside regeneration in the heart of Hackney

Brief

This politicised joint venture between Peabody, Hill and The Trampery provided an opportunity to create a destination brand, whilst working with the local community of artists to provide social harmony and a chance to create one of London's most exciting new developments.

Challenge

Fish Island in Hackney Wick has been much maligned for gentrification by the many new homes developers currently working there. The challenge was to rise above this and rightly leverage Peabody's philanthropic reputation, as well as the support for the artist community that The Trampery hold so dear. We worked with local artists to create marketing collateral that enhanced the compelling brand narrative and overarching proposition that summed up the local area. Vibrant. Eclectic. Authentic. Our project started with an all party stakeholder meeting and the real stories and passion for the scheme unveiled, providing perfect content for one of our best campaigns to date.

Results

By designing the landing page with its unique CRM date capture system, alongside a suite of local films inspired by the main brand proposition, we have created a memorable brand that finds its place as a stunning wrought iron legacy item in the double height marketing suite on-site. Digital and national press campaigns,as well as an awe inspiring hoarding run and compelling brochure material have helped build this brand to be the place to live in the locality and have fostered excellent working relationships with the local community in the process. The campaign has also won plaudits from our peers, winning three Property Marketing Awards in 2018.

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