A 5-year, soup-to-nuts campaign to market the largest mixed-use development scheme in Fitzrovia, London.

Insight

• Fitzrovia is one of the oldest areas of London but, perhaps due to its bohemian nature, was not known for high-class office or residential accommodation
• From the outset we decided that its success would lie in promoting Fitzrovia the area

Idea

• Where creativity lives and works
• A place that has inspired George Bernard Shaw, Jimi Hendrix, Dylan Thomas and Virginia Woolf, in Fitzroy Place Fitzrovia’s biography has a new storyteller

Identity

• The identity included a rich tapestry of colours, patterns and illustrations, to capture the creative spirit of the district
• We named the development ‘Fitzroy Place’ so it instantly spoke to the areas heritage, and felt like part of the furniture of Fitzrovia

Implementation

• Comprehensive collateral suite
• Marketing and media strategy, planning and implementation
• Integrated communications campaign
• International events & exhibitions
• Brand partnerships
• CRM strategy and implementation

Impact

• 99% of residential units sold off-plan prior to completion
• Record price per sq. ft. achieved for Fitzrovia
• One of the largest core pre-lettings in West End history