Case Study -
Seven Dials, Covent Garden’s Hidden Village
Threepipe works with Shaftesbury PLC - the landlord
for shopping and leisure destination, Seven Dials
in Covent Garden. To distinguish the area from
the Covent Garden Piazza and encourage assisted
discovery, we have created a separate identity
to highlight Seven Dials as ‘Covent Garden’s
Hidden Village’ and the antithesis to the
mayhem of the high street.
Objectives: •
Position Seven Dials as Covent Garden’s
Hidden Village via London and UK
media •
Provide PR support to individual tenants •
Drive opinion formers into the area •
Manage www.sevendials.co.uk
and increase the ‘friends’ database
Activity: •
A highly active press office including placing
travel/destination features; placing
area and tenant news; media tours; promoting individual
retailers •
Managing content for www.sevendials.co.uk- news
stories, features and
prize draws. We also write regular consumer newsletters,
as well as a
retailer newsletter for tenants to keep them informed
on PR plans for the area
and how they can get involved. •
We launched the ‘Seven Dials Privilege Card’,
which entitles its’ bearers to discounts
and special offers throughout the area, and are
now responsible for
growing the card holder database through media
relations and events •
Threepipe also creates seasonal or village themed
activity for bursts of coverage
throughout the year and drive footfall into the
area such as the Seven
Dials Mother’s Day Flower Arranging Workshop
in association with a
contemporary florist
Results: •
Within the first six months of working for Seven
Dials, we have generated over
65 pieces of coverage across national press, women’s
lifestyle, online,
trade and regional media •
Increased www.sevendials.co.uk
‘friends’ database from 4,600 to 6,250
within
six months
