Greenland Group – Hertsmere House, Tower Hamlets
Supporting a high profile Chinese developer
Context and Objectives
The state-owned Greenland Group is building Western Europe’s tallest residential tower in London’s Docklands, and in 2015 LCA was asked to provide local stakeholder engagement, corporate communications support and the implementation of a media strategy for the Shanghai-based company.
The LCA Role
LCA’s work centred on a stakeholder engagement programme for the ambitious 241m high residential tower. We provided consultation advice and engaged with local communities, political stakeholders and senior London Government officials. We also advised Greenland’s all important corporate positioning in the wider UK market. The nature of the scheme and its owners meant a high level of media scrutiny, which LCA managed through strong and consistent messaging. We prepared media releases, a crisis communications strategy, and drafted and designed consultation and other public facing materials. LCA also offered strategic guidance on dealing with local political stakeholders, as the consultation coincided with a controversial Mayoral election and change of political landscape in Tower Hamlets.
LCA delivered a consultation that was well received and generated positive media coverage and our strategy for the planning application saw good coverage in key trade press and local media. LCA’s work to choreograph meetings with senior political stakeholders and senior Greenland directors helped build key relationships and accelerated the timescale for submission and the scheme was approved in February 2016.