Re-opening the West End
New West End Company
Helping NWEC lead its sector in steering a clear path towards a safe and sustainable re-opening
New West End Company represents 600 retail and leisure businesses across Oxford Street, Regent Street, Bond Street and Mayfair. As the UK’s largest retail & leisure-led Business Improvement District and home to many of the world’s flagship stores, its response to the COVID-19 pandemic has been closely scrutinised.
As NWEC’s PR agency, we’ve helped the organisation lead its sector in steering a clear path towards a safe and sustainable re-opening. Balancing the needs of landlords, tenants and the local community, we helped them become the first organisation to issue clear retailer and landlord guidelines for reopening that reflected the Government’s evolving approach. By leading the thinking, we also helped them lead the communications that set realistic expectations for retail footfall and maintained confidence. .
Widespread print and broadcast coverage across the BBC, ITV and Sky News
Ahead of reopening in June, our team worked with NWEC to create a clear plan to be first at every stage with the right views, the right content and the right images. We were out the week before to capture imagery and b-roll to highlight our preparations across the press and social media.
Crucially on the day before launch, we had our own photography team on the ground to balance headline grabbing pictures of queues with images of the reality of a relatively quiet reopening.
We secured a series of domestic and international interviews for CEO Jace Tyrrell to showcase the safety measures in place for a safe and sustainable reopening, and push for further Government support for an area that traditionally relies upon international travellers for fifty per cent of its footfall.
Our campaign created standout coverage across Sky News, BBC Radio London, Press Association and Associated Press that was syndicated widely. In total, PR activity generated over 300 pieces of international and UK media coverage, helping NWEC secure a leading share of voice over other retail centres at this critical moment in the journey towards recovery.
This was a
Project for New West End Company