Ealing Council
How we drove business back to
Ealing’s High Streets
THE CHALLENGE
With town centres and local businesses hugely suffering as a result of the pandemic, Ealing Council sought to create a programme of cultural activations to welcome people back to the high streets of 7 towns across the borough.
The project, funded by the Welcome Back Fund, would involve working closely with the newly formed High Street Task Force. Activities should take place in publicly owned spaces and must be branded in accordance with specific guidelines. The project also required a strong reporting mechanism to demonstrate impact.
THE SOLUTION
We created a strategy to cover specific town centres, targeting activity to the local demographics. The curated programme was designed to incentivise attendance and encourage audiences to travel to new locations within the borough. We worked with established, local partners to provide content that would encourage movement of their existing audiences and welcome new customers. The programme was designed to have a wide appeal featuring film, comedy, music, local history and culture.
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THE EXPERIENCE
The ‘Love Ealing, Love Local’ events programme was a series of 30 activations across 7 town centres within 10-weeks.
To build the identity of the initiative, we commissioned the ‘Love Ealing Love Local’ Map. This highlighted town centres and high streets across the Borough, using selected cultural landmarks to excite residents and guests to visit new places and support local businesses.
The programme included a 5-day pop-up cinema, a mini-music festival, a comedy show, a community art project series and craft workshops in collaboration with a local museum. Focusing on cultural highlights and history of the Borough, there was also a curated walking tour series across 5 locations.
THE IMPACT
The 30 activations across 7 town centres served as a highly visible statement from Ealing Council of their support of local businesses. The impact of the programme is demonstrated in the following results.
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2,000 attendees in 10 weeks
1,100 Love Ealing, Love Local maps distributed
£24,000 estimated total on-the-day spend at local businesses from event attendees
71% attendees said they looked more favourably on high street locations
Image credits: Ealing Council
Map credit: Olivia Brotheridge & Ealing Council
SERVICES
Content Strategy • Event Management • Event Production • Attendee Management • Branding & Marketing