Telling the story of London’s new creative district

WHAT DID WE DO

As one of London’s largest regeneration sites and a fast-emerging destination, there was a need to establish Greenwich Peninsula as a place to live, not just a place to visit. Activity needed to both support the sales for latest neighbourhood, Upper Riverside by bringing to life the ‘live’ message and create fresh content to readdress the balance of residential vs. lifestyle storytelling.

SEC Newgate crafted and delivered a creative, multi-faceted campaign across media, events and influencer partnerships.  Our work responded to and capitalised on rising consumer interest in human-led content to bring the residential development offering to life - all told through valuable third-party voices of those who live and work on the Peninsula. Campaigns included ‘Playlists of the Peninsula’, which profiled Peninsula locals for a series of residential-led lifestyle videos – designed to both create content for Greenwich Peninsula’s own channels but also fuel the ongoing press campaign.

With social edits and blog posts created, content from ‘Playlists of the Peninsula’ contributed to increasing the residential share of voice across Greenwich Peninsula’s owned channels – and garnered strong engagement with its audience.  Content from the Playlists campaign also inspired several standalone features in top tier press, including Evening Standard Homes & Property and Telegraph Luxury – both key publications identified to reaching target audiences. Additional influencer partnerships included site visits for on-site events and apartment tours, which engaged over 50,000 people.