Campaign draws on heritage of Cheapside to launch the City’s biggest shopping destination
This week, VCCP has helped launched a new ATL campaign for Land Securities to raise awareness of One New Change, the City of London’s newest shopping and dining destination, opening on 28th October 2010.
VCCP’s advertising campaign positions One New Change as a unique shopping and dining destination in an area rich in history and heritage. The creative highlights and celebrates the marriage of supreme heritage with supreme modernity: a Jean Nouvel building, destination restaurants, the best of high street fashion and a spectacular roof terrace with stunning views of St. Paul’s and the London skyline.
The campaign, which launches on Tuesday 5th October 2010 , will be driven through press and outdoor and is supported by key media partnerships with The Times, City AM, GQ and Grazia. VCCP has also acted as brand guardians; consulting on new brand creation and internal and external branding of the building. The activity is targeted not only at the 340,000 professionals in the City and the 6.3 million domestic and international tourists who visit the area each year but also at Londoners looking for a different day out.
VCCP has worked with Land Securities to develop a creative that explores the unique fusion of old and new in the area. The creatives depict 18th Century illustrated scenes of Cheapside’s bustling marketplace, and show the historical characters of Cheapside existing effortlessly alongside the high-fashion models styled by the former fashion editor of Dazed & Confused, Sarah Cobb, and photographed by leading fashion photographer, Andrew Woffinden.
The campaign brings to life the rich heritage of the City, in an area where cutting-edge modernity co-exists with neo-classical architecture, as with One New Change and its neighbour St Paul’s Cathedral. One New Change will also offer visitors never-before-seen views over the cathedral’s dome from its roof-top terrace – one of the highest public spaces in the UK.
Patrick Flynn, Account Director at VCCP, said:
Martha Carson, Head of Consumer Marketing, said: “We wanted to remind people of the City’s unique history as a commercial hub. Right up until the 16th Century the area was a lively marketplace where people would come from all over London to trade everything from fish and chickens to wood seven days a week.
“We have used the campaign to bring home the fact that there’s so much more to the City than purely being a financial district. One New Change will bolster the area’s wealth of attractions, from St Paul’s Cathedral and the Museum of London, to the Barbican and the Tate Modern.”
One New Change opens on 28th October 2010.
The roof-top terrace opens on 18th November 2010.
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For further information contact:
Patrick Flynn
Tel: 020 7592 9331 Email: patrickf@vccp.com
Notes to editors
An integrated communications agency pioneering a new approach, VCCP has a well earned reputation as one of the most innovative agency forces working in the UK. VCCP was awarded Marketing’s Creative Agency of the year 2009 and Marketing Week’s Agency of the Year 2010
The agency has built a reputation for work that works. VCCP has won five IPA Effectiveness Awards between 2004 – 2007 including Gold and Grand Prix for O2 and The Effectiveness Agency of the Year (billings below £100m).
