Goodman
East Side Locks
Regeneration.
Client
Goodman
Project
East Side Locks
Brief
Promote the regeneration in Birmingham
The regeneration of Birmingham’s canal side would transform a rundown quarter – and needed a campaign to match the big ambitions for it.
Encapsulating everything that makes the UK’s largest regional city such a thriving hub of industry and culture is Eastside Locks – one of Birmingham’s largest regeneration projects and hailed as the most important development scheme anywhere in Eastside by Birmingham City Council.
Building on Eastside’s emerging position as the city’s knowledge and innovation quarter, Eastside Locks is a true 21st century transformation. A mixed-use, sustainable community combining the very best urban development with retail facilities, a modern hotel and 21st century living.
A regeneration project boasting 650,000 square feet of Grade A office accommodation, Eastside Locks has been designed create a vibrant, thriving new quarter in the heart of the city, where the emphasis will be on the ideal work / life balance situated right next to the planned high speed HS2 station.
Stunning landscaping forms an integral part of the design, with public squares around the historic canals and locks helping to create a striking waterfront destination for everyone lucky enough to live and work here.
Our brief to create a campaign to launch the site and drive in enquiries for both completed properties and joint development opportunities.
Working with masterplan architects and developers Goodman, we created the striking brand identity before producing the website, videos, site hoardings and sales brochures.
To drive the awareness, a direct mail campaign and trade press advertising was produced showing the possibilities of the 13-acre site and it’s ideal location.
As a result of the CW campaign, all of the completed properties where let, Marriott secured as the hotel operator and a co-developer for a 37-story residential tower obtained. The future of Eastside Locks is certainly vibrant.
