Context and Objectives
LCA’s longest running client is King’s Cross. Since 1999 LCA has been working with the King’s Cross Central Limited Partnership acting as the scheme’s PR and public affairs advisers. In the early years we advised on the consultation for the scheme through to consent and since 2007 have been handling the PR as the scheme develops.
In 2012 LCA had a placemaking brief to promote the transformation taking place on site – attract tenants and residents to this new piece of central London and drive visitors numbers.
The LCA Role
Through traditional and consumer PR, ‘misplacement’ and digital channels, we have brought King’s Cross to life. Journalists were targeted with ‘seeing is believing tours’ to make King’s Cross feel more tangible and media hooks were built around the site’s planning, construction, arts and cultural milestones.
We managed the announcements of commercial deals and building completions, including Central Saint Martins, The Office Group, restaurant Caravan and Google UK Ltd, who are developing their new UK headquarters at the gateway to the development.
In summer 2012 we delivered a successful PR campaign to promote the first events including the opening of Granary Square, an Ice Cream Festival, Open House Weekend and Africa Express, which resulted in over 50,000 visitors coming to King’s Cross.
LCA has established and managed King’s Cross’ Twitter, Facebook, blog and internal and external newsletters.
In 2013 our role to deliver even more headlines for London’s most exciting development continues.
There were over 600 articles ranging from the Financial Times and the Daily Star to Country Living and Time Out. Over 1,000 follow the King’s Cross Twitter account as we posted nearly 1,000 tweets.