The Thames Gateway region is the biggest regeneration project in Western Europe. Its success is essential to the future growth and competitiveness of London and the South East of England in the global economy.
Previous initiatives to position the Thames Gateway as a single, unified entity had proved to be disjointed and lacking in substance. What was required was a unified place proposition that would attract UK and international businesses to the area. The region’s incorporation of the Olympics site, the project’s significance in terms of government backing and economic scale, and the project’s myriad of other stakeholders also needed to be factored in.
Following extensive research with key audiences we developed and tested potential positionings before finalising the proposition as ‘Thames Gateway – Gateway to London, Gateway to Europe’. We went on to develop and implement a brand identity and communication campaign that emphasised how the region’s infrastructure and excellent access to markets and people made it the ideal place to invest and work in.
