King's Cross – Placemaking
Transforming an iconic part of London
Context and Objectives
One of LCA’s longest running projects has been the transformation of King’s Cross. Since 1999 we have acted as communications advisers across the 67 acres of central London being regenerated by this landmark programme. We have advised on planning consultation through to consent, construction through to letting, and since 2012 on a placemaking brief to promote the scheme, attracting new tenants and new residents and driving up visitor numbers.
The LCA Role
By using traditional PR outlets and digital channels, as well as unconventional, unexpected titles – sometimes known as ‘misplacement PR’ – we have brought King’s Cross to life. Media hooks have been built around obvious, and less obvious, milestones, and journalists invited to the site in droves. We have managed the announcement of commercial deals and building completions and delivered a successful campaign to promote a dedicated on-site events programme, specifically aimed at increasing visitor numbers and ‘buzz’. LCA also established and manages all the client’s social media channels, delivering a vibrant, busy online presence.
As this prime piece of Central London has been transformed, so our coverage has grown, now averaging some 3,000 pieces annually. We have hit targets across national mainstream and local press, trade titles, consumer magazines, radio and television. Over 100,000 people now regularly engage with King’s Cross on social media platforms including twitter, Instagram, Facebook, and the Destination King’s Cross newsletter. Values for both commercial and residential units have grown significantly and, just as importantly, there is now a real sense of pride about what has been achieved here, shared by local politicians and key stakeholders alike.
"London’s coolest new neighbourhood."
Condé Nast Traveller following a journalist site tour
"Forget Hoxton. It’s all about Kingy now – aka King’s Cross."
Sunday Times Style Magazine