REPUTATION MANAGEMENT / REVITALISATION
The British Library
We supported the Library’s experiential marketing and profile raising initiatives focusing on the Library’s immediate environment at the heart of the major Kings Cross/St Pancras regeneration and transport project (Argent ST George and London & Continental Railways). We promoted awareness within the London and UK transport and tourism sectors negotiating where appropriate, ways the Library could promote itself or by collaborative association.
Liberty Property Trust/Rouse Kent
Kings Hill, the £400m development partnership between Liberty Property Trust and Kent County Council is a 650 acre business community which offers an exciting place to live, work, play, learn. Europe’s foremost mixed-used development is setting the standard for the workplace of the future. Kings Hill currently has 2000 homes,
STRATEGIC MARKETING
The Etrusca Group
The Etrusca Group, with a strong City base of five restaurants and three others appointed InProCom to position / promote the company with the intention of attracting investment, expansion, possible future flotation. InProCom established / managed their database; signalled potential investment; completed an aggressive media campaign including editorial coverage, newspapers, journals, programme development / creative features – TV, radio, cable, satellite, restaurant reviews and guides, tourism / travel guide mentions, corporate newsletters, tasting sessions. We consulted on low-budget targeted / timely advertisement programme, produced high quality photography and established a photo library, coordinated credit card associations, organised involvement with restaurant, chef, cuisine awards programmes (one restaurants was short listed in the Carlton Good Food Awards), designed high-profile radio “barter” promotions with several top London radio stations as the Campari - Caravaggio jazzfm promotion on air and a series of live sets. InProCom generated an incentive programme for existing clientele, established opportunities for corporate entertainment, events, weddings, parties, identified potential business opportunities, researched.
Devonshire Mall
We assisted in the planning presentation process and accompanying media strategy of Laing Properties to redevelop Drake Circus Shopping Centre, an out-of-date and structurally defective building and re-brand it Devonshire Mall to satisfy the demands of modern retailing. The phased programme was to increase the net retail area, along with covered shopping and massively enhanced / improved parking facilities in a city which suffered from lack of car spaces, eliminating numerous traffic dangers – crossovers, dangerous intersections, 3 levels of modern shopping with high quality finishes, a variety of specialist shops, national multiple retailers and a restaurant gallery, areas for community events, displays, promotions and other activities. We interfaced with the project’s planning team including architects, Leslie Jones, notable for having designed the first covered major shopping centre in the South of England