Qatari Diar Delancey – East Village products

Qatari Diar Delancey – East Village

A new way of London living

The London 2012 Athletes’ Village was seen as an integral part of the legacy, creating over 2,800 new homes in a desirable part of London. But unlike most developments, there was no way potential residents could get on site early. Appointed in 2010, we helped tackle the challenge of building belief and creating demand for this brand new neighbourhood through imagination.

Behind the regeneration of the 67 acre site, in a deprived area of the city, was the provision of high-quality affordable homes, attracting new residents and improving the choice of accommodation available locally.

We developed the place brand with a distinctive personality and a long-term campaign that focused on what the area could offer that other parts of London can’t, targeting its key benefits at young professionals and growing families. Delancey also saw an opportunity to develop a new private rental offer, using the desirable homes and location to provide the basis for a superior service.

More time, more space, more choice – a new way of London Living. This central proposition was used to create a strong sense of what the place would be like to live in, also highlighting the bright character and diversity of the wider Stratford area.

Building interest and demand long before the homes were available, our multi-channel illustrative lifestyle approach included VR ‘bike tours’ and an interactive marketing suite. The campaign built such momentum that by the time the Games was over, the website received 20,000 registrations of interest.

East Village is now home to more than 6,000 people. Sales and rentals were swift and a waiting list of eager residents still exists. We’re hugely proud of the brand we created, the innovative ideas we brought and the success of the place; not just integral to the Olympic legacy but its influence on changing perceptions of living in E20. More broadly, it also changed perceptions of the PRS market – raising standards for homes and service.