Following on from the development of the Newburgh Quarter brand, ’i-am’ Beyond pitched the idea of the ‘Wish You Were Here’ experiential campaign to promote and build brand awareness of the Central London destination to target consumers in the USA.

Newburgh Quarter
  • Brand Application
  • Brand Identity Design
  • Collateral design
  • Global Digital Marketing Strategy
  • Guerilla Marketing
  • International awareness campaign
  • Physical & Environmental Review

Brief

Following on from the development of the Newburgh Quarter brand, ’i-am’ Beyond pitched the idea of the ‘Wish You Were Here’ experiential campaign to promote and build brand awareness of the Central London destination to target consumers in the USA.

Solution

Taking the form of two transatlantic pop- up ‘swap’ environments that transported each neighbourhood’s unique personality and lifestyle to the others’. Swapping 30 retailers between the 2 neighbourhoods, each city’s pop-up was supported by a series of imported events, performances and parties.
Highlights include: the weekly New York food market in London and American BBQ from Bodeans; the Hendrick’s Croquet Tournament in New York; VIP parties in conjunction with ‘SUP Magazine; discount shopping evenings with live in-store performances; guerrilla fashion shows in both cities – with the London show taking place down the cobbled stones of Newburgh Street; and culminating with a street-wide American Halloween party to celebrate the end of the swap in London.

Results

Open for only 4 weeks in each city, this new approach to retail successfully built international awareness of the Newburgh Quarter brand and advocacy amongst consumers. Throughout the campaign, the partnering districts, retailers, and sponsoring brands all gained from extensive press coverage in the UK and the US, generating £400k worth of press in the UK alone. Other outcomes include: increased footfall to the area; the retailers experienced sales growth both in store and online, as well as developing new international stockist; and all of the brands were exposed to new audiences. A great ROI, ‘Wish You Were Here’ successfully attracted the target trendsetting market to the Newburgh Quarter and LES.

Wish You Were Here - Newburgh Quarter
Wish You Were Here - Newburgh Quarter
Wish You Were Here - Newburgh Quarter
Wish You Were Here - Newburgh Quarter