Old Oak Park
Creating the climate for success
Context and Objectives
Cargiant is the world’s largest used car dealership and the largest private landowner at Old Oak Common. Their 46-acre west London land holding is at the centre of one of London’s lost important Opportunity Areas. It will be the first of scale to come forward and it’s success is critical to that of the entire regeneration programme. Cargiant is working with London & Regional properties to secure planning permission and then deliver the scheme, with 6,500 homes and nine million sq ft in total, called Old Oak Park, creating 8,000 jobs and a new centre for West London.
The LCA Role
LCA started work in December 2014 as the full service communications agency working right across public affairs, community relations, media relations and stakeholder engagement. We first developed a strong single identity for the scheme, prepared a robust core message narrative and introduced the client to a wide range of political decision makers. Our first challenge was to forcefully oppose the idea of a new football stadium on Cargiant land – which would have resulted in the loss of over a thousand new homes, taken up prime development land and led the public sector down the route of an expensive and ultimately futile CPO. We then conducted a thorough public engagement and consultation campaign across an area straddling three Boroughs. To date we have held four phases of public exhibitions, over 30 meetings with key community groups, managed engagement with local schools and developed strong and trusted relationships with community groups and representatives.
The Old Oak Park consultation is seen as exemplary by the local community themselves and a model for others to follow, with strong support for the emerging Masterplan designs. Press coverage has been overwhelming positive and the political and other connections are in place to allow the scheme to advance despite the complex nature of the proposals.
"LCA is an invaluable partner for us, having shaped and led our entire communications, public affairs and consultation programme to great success. Every single community group that we have met has congratulated us on our engagement. I recommend LCA extremely highly."
London & Regional