In 2013, Air was tasked with developing the outdoor media, marketing communications, and brand expression for Southwark Council’s ambitious regeneration projects across London. The council’s £4bn investment in regenerating areas like Elephant and Castle aimed to transform the community with over 450,000 sq ft of new retail space, cultural amenities such as art and theatre, a significant increase in housing with more than 5,000 new homes, and enhanced green spaces with the planting of 1,200 trees.
Despite the scale of these projects, the challenge was raising awareness and breaking the perception that the Council was merely a bureaucratic entity focused on parking tickets and council tax notices. To overcome this, Air developed a distinctive marketing campaign centered around a clever graphic headline that incorporated the unique South East (SE) postcode areas within key headlines. This approach highlighted the positive changes happening in Southwark and communicated the message of revitalization, inclusivity, and community renewal.
The campaign was met with great enthusiasm and was later adopted for additional communications efforts, including the “Modernise” campaign, which supported Southwark’s move to its new headquarters on Tooley Street. The initiative successfully helped shift perceptions, showcasing the council’s dynamic and forward-thinking plans for the area’s future.
The project was a prime example of how strategic branding and marketing can play a key role in transforming a community’s image and generating excitement around urban renewal.