Destination Marketing

Destination marketing is pivotal to ensuring King’s Road continues to retain its national and international standing as an attractive place to invest, live and work, and a major attraction for domestic and international tourists.

Cadogan has led an effective initial branding and destination programme for the King’s Road, beginning in 2019. The BID will work with Cadogan to help continue building ‘destination status’ for the King’s Road through a strengthened sense of community and place, driving profile, footfall and spend from domestic and international audiences.

Strengthening the profile

The King’s Road continually needs to assert its position as one of the world’s most famous shopping destinations to ensure it gets the profile and visitor footfall it merits. Local residents and workers as well as international and domestic visitors need to be constantly reminded why it is so special.

The King’s Road Partnership – comprising property owners including Cadogan, Martins Properties, Halj Group, and Crosstree, together with Peter Jones and the Royal Borough of Kensington and Chelsea, began to address this in 2019 with the creation of a new brand identity to ensure consistent messaging and awareness, a stronger destination brand, a unified story and consistent promotional channels and events.

This included the creation of a visual identity to reflect the Road’s distinct personality and spirit, imagery, fully mobile (but not transactional) digital destination site, Instagram feed and monthly newsletter.

The new identity and ‘vision’ for the King’s Road was launched in April 2019, garnering significant press coverage, with over 40 features including repeated mentions in The Times and Evening Standard, alongside WWD, Sunday Telegraph, Luxury London, Creative Review, Tatler, Property Week and The Financial Times. Headlines included ‘King’s Road gets back into the groove’ (The Times, April 2019), ‘Long Live the King’s’ (FT How To Spend It, March 2019), ‘King of King’s – the rebirth of a storied capital thoroughfare’ (ES Magazine, Jan 2019), among many others.

To gain maximum visibility for the new identity, while celebrating the Road’s extraordinary heritage, the King’s Road sponsored the Mary Quant exhibition at the V&A from April 2019 – February 2020, prominently positioned online and physically throughout the exhibition for over 400,000 global visitors – communicating the Road’s rich character and exciting future. In addition, a plaque celebrating the designer’s original ‘Boutique’ was created and unveiled by Quant’s son at a local community event, covered by publications including the Evening Standard, Vogue Italia and WWD.

Driving footfall and ongoing awareness

The refreshed identity will feed through to a curated, community-minded approach to physical retailers (seeking out brands with artistic, community focused values aligned with King’s Road bohemian roots) and a continual flow of marketing activity and news.

Working with the King’s Road Partnership, the BID will support and help grow consumer marketing activities including:

  • Working with partners on targeted, district-wide events to attract visitors and a marketing strategy to promote the district. Events and partnerships to continually create news, content and reasons to visit e.g.:
    • Chelsea in Bloom: The King’s Road is now a vital part of London’s largest free flower festival, driving footfall equal to a Christmas peak in May each year
    • Christmas Lights and shopping Event: unique festive lights to build on previous years by celebrating the Road’s identity, created for the first time in 2019 – including glowing crowns as a nod to regal heritage, juxtaposed with a giant illuminated contemporary logo. Community Christmas shopping event established, with around 90 local retailers participating
    • Artistic/philanthropic installations hosted to fuel joy, discovery and underpin the Road’s values– to date including the likes of the World Horse Foundation’s horse sculptures (August 2019), giant floral heart (February 2021) and CoExistence’s 50 lifesize elephant sculptures (May 2021)
    • Kensington & Chelsea Art Week and Summer Festival – King’s Road as a backbone of activity for public sculpture and live performance across the Borough
    • London Fashion Week x King’s Road – destination of choice for Fashion Week in June and September 2021, highlighting the Road’s heritage at the heart of British fashion with pop-up activity and offers
  • Social media – the destination’s ‘new’ Instagram platform is enjoying strong growth through influencer partnerships, UGC, campaigns, competitions, Reels and IGTV. This has grown from a standing start in April 2019 to almost 20,000 engaged followers (a net increase of 6-800 new followers on average per month)
  • Consumer website and newsletter – currently, this has grown from scratch to an average of 5,000 visitors per month
  • A Privilege Scheme to capitalise on local loyalty, to be launched in 2021
  • Tourism marketing programme planned to promote a cohesive identity to businesses, tourists and Londoners, creating a powerful message that resonates as strongly with international visitors as it does with those from London and the UK domestic audience

The Feasibility Study identified the potential for enhancing the attraction of the Road through active and closer collaboration with nearby institutions. The BID will explore ways to work with these nationally and internationally renowned attractions to create an even more appealing offer to visitors.

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