We’ve started work with the team at Brent Council on a new project to promote locations in north-west London to visitors — following our campaign last year to market the area to businesses.
The brief is to encourage people to visit four places – all within the London Borough of Brent – with distinctive characters and significant economic growth potential: Kilburn, Harlesden, Ealing Road and Wembley.
We began this week by facilitating a day of workshop sessions to explore what each location has to offer, what makes it distinctive and the profile of target visitors.
In these sessions, we agreed to focus on promoting:
- Kilburn’s central London location, the Kiln theatre and its eclectic restaurants, pubs and bars – to attract young professionals and boost its night-time economy (pictured above: Kilburn’s Black Lion pub)
- Wembley High Road’s independent restaurants, cafes and pubs – to appeal to event-goers who’d otherwise head straight for the Stadium or a national food chain
- Harlesden’s Afro-Caribbean, Brazilian and Portuguese grocers, restaurants, hairdressers, beauty salons and record shops — emphasising the area’s status as London’s unofficial reggae capital
- Ealing Road’s colourful South Asian grocers and high-end clothing and jewellery boutiques
Our next step is to work with the Brent team to refine propositions for the four locations, getting to the heart of the atmosphere of each. We’ll also work agree the most effective visitor marketing strategy – potentially to include video production, photography, web content, media relations and social media advertising.
See more on our work with local authorities on place marketing and other communication projects.
