GREYSTAR
How we helped bring Greystar's
largest UK development to life
THE CHALLENGE
Greystar is driven by it’s mission statement - ‘enrich the lives we touch by doing things the right way’. While that message resonates with their existing residents, the company needed help connecting with the local area for their largest UK development Greenford Quay. Greystar wanted to reach a new audience and to change the how people rent. As a major development organizational, they also have corporate and social responsibility to give back to the local areas they are developing. So how do they go about bringing this message to more potential residents…and the world at large?
THE SOLUTION
Greystar commissioned The Intrepid Collective to develop and deliver the events and placemaking programme. The programme should focus on increasing footfall, awareness and reputation of the development, ultimately driving sales and lettings, putting Greenford Quay at the heart of the community and raise Greenford’s reputation as a desirable place to live in London.
We strategically developed and delivered a specially curated programme, taking care of all full event management, production health and safety and licensing. We also supported on marketing and attendee management. The programme needed to be fully inclusive, with a wide appeal for age groups and backgrounds. We designed a mix of small and large-scale experiences, with a variety of interest points from film, music, comedy, nature, whilst reflecting the values of the area and in line with development strategic goals. There was a particular focus on working with local businesses, suppliers and engagement with the council.
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THE EXPERIENCE
The 6-month programme kicked off with Summer Screenings, a bumper two weeks of film and sport screenings. Throughout the Summer we organised weekly live entertainment and food markets, Giant Games installation, Summer workshops and a finale Garden Party. Autumn brough a Halloween Festival, whilst the festive season saw a Christmas Lights Celebration, where the development tree and lights were turned on, and a 2-day market and festive workshop experience, Winter Warmer. In total, we produced and delivered a schedule of 14 events and activations over 60 days from July to December.
THE IMPACT
The events became an important sub-service of Greenford Quay, Driving the relationships between the local community and the space. The social media engagement and marketing collateral created, means the legacy of these events lives on.
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10,000 attendees
98% attendees said the event positively influenced their opinion of the organisation
1,000 people added to their direct marketing database
Over £9,000 in sponsorship for the programme.
SERVICES
Content Strategy • Event Management • Placemaking • Production • Sponsorship Acquisition
Thank you to The Intrepid Collective team for delivering our vision, especially during such an unpredictable time. Coming up with creative solutions throughout, they were incredibly pro-active and made delivering a logistically complex event look easy!
We rely on ‘best in class’ partners to achieve the best for our business and you make it easy for us to succeed, always looking at the bigger picture. The team are a pleasure to work with – professional, friendly and always one step ahead. We couldn’t have done it without them!
Community Manager,
Greystar