CONTEXT AND OBJECTIVES
Following the sale of the 30-year concession of High Speed 1 in 2010 LCR, the Government-owned infrastructure manager and developer, needed to refocus from rail delivery to cementing its growing national reputation for exemplary property development and land regeneration within a railway context.
THE LCA ROLE
LCA has worked with LCR since 2000 and our brief has evolved many times. In 2005 we handled the media relations for the International Olympic Committee’s high profile trip through the London Tunnels of High Speed 1, which helped reinforce London’s transport credentials for 2012. LCA was then tasked with the media programme for the entire HS1 project, through to the Royal Opening of St Pancras International in 2007. We then spent three years developing the station’s reputation as a retail destination in its own right. Since the sale of the HS1 concession our brief has been to advise on strategic positioning and corporate communications. By using our understanding of the property and regeneration sector, the political environment and LCR’s operation and evolving objectives, especially following their acquisition of the BR property portfolio, LCA now runs LCR’s press office, handles all media relations for projects in London, Derby, Manchester and other cities, and is advising on LCR’s role in HS2.
After more than 15 years of partnership, LCA has successfully managed and promoted LCR’s reputation as landowners and joint venture partner on two of the capital’s biggest regeneration programmes – King’s Cross and The International Quarter in Stratford – and is now re-positioning LCR for HS2 opportunities.