Westfield Stratford City
Appointed during the site-preparation stage of the project from 2009 onwards, Innesco positioned Westfield Stratford City as a dynamic and innovative destination from an under-served suburb of London to the number one position it holds in European retail today.
his was a vital period of brand emergence and establishment post opening of Westfield London – crafting master narrative to ensure market traction. This role involved working opposite consumer agency Yellow Door (now Portas).
In parallel with supporting Westfield’s wider activities at its Stratford development, the Innesco team were tasked with promoting the firm’s first ever UK office development, One Stratford Place.
Amplifying the ‘Next Generation of Retail’ proposition, creating its brand narrative, developing key messaging and coaching key directors on presenting the refined Westfield Brand, Innesco assisted with the journey from planning to launch and throughout the Olympics.
As the project team’s B2B sounding board, we supported across a variety of initiatives, from media briefings with journalists from top titles including the FT through to short films from the construction site by signed retailers including John Lewis, Reiss and Next.
For the office space, much of the strategy centred on educating office agents that a first-class, well-connected office location could sit alongside and be complemented by (rather than compromised by) its proximity to a major retail destination.
in the 12 months leading to launch, Innesco drove circa £5.7 mn in B2B PR value. Achieving a ROI of well over 30:1 (where 4:1 is the industry average), and raising continued awareness through winning over 25 major industry awards, including a Purple Apple for the launch marketing and communication itself.
In addition to generating significant press coverage both for Westfield and the office development, Innesco raised awareness through strategic initiatives with the Office Agents Society (OAS), British Council of Offices (BCO) and Urban Land Institute (ULI).