Innesco helps launch Europe’s largest urban shopping centre – Westfield Stratford City

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Innesco helps launch Europe’s largest urban shopping centre – Westfield Stratford City

 

On the 13th of September 2011, Europe’s new shopping destination next to the Olympic Park opened its doors, offering shoppers the choice of more than 300 retailers with 70 places to eat and drink. Innesco played an integral part with the Corporate Communications team, managing the national, trade and business media on the project since 2009.

The opening was a truly spectacular occasion, attracting well over 200,000 visitors  – all eager to see what London’s new retail destination could offer. People had been queuing for hours, saving up for months to splash out on the big day and take advantage of all the generous offers and promotions – as well as to see Nicole Scherzinger perform after Frank Lowy and Boris Johnston preside over a star-studded ribbon-cutting ceremony.

It wasn’t just the consumers that were excited about the opening of Westfield Stratford City, but the interest among journalists from both national and trade press in the new retail development had been extensive in the run up to opening.  The strong press interest meant that several hundred journalists from local, national and trade press attending the opening. Film crews, sound recordings and interviews were conducted around the centre on a tightly choreographed roster starting from 6am.

The Media Suite was located on the ground floor, and was buzzing with journalists from all over the world. The Innesco team were staying on site for the entire week ahead of launch, test-driving the new Premier Inn looking down on Stratford International Station, on hand to help the project come together. The media coverage and wider PR achieved exceeded everyone’s expectations, and continued into the following weeks.  As a team, we take collective pride in being able to have played such an important part in what can be seen as one of the most spectacular and significant events in the industry during 2011.

Sara Henriksson, Account Executive

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