Canary Wharf signs Communication Group to focus on leisure

Canary Wharf has embarked on a comms drive to change the public perception that the area is a destination primarily for work not play.

Nightlife: Canary Wharf to attract leisure visitors
Nightlife: Canary Wharf to attract leisure visitors

The Communication Group has been signed as Canary Wharf Group's first retained consumer PR support.

The agency will promote the area's entertainment and retail offering to highlight that it has more to offer than office blocks and skyscrapers.

The group wants to drive Londoners and other visitors to the area in the evenings and weekends as well as during the working week.

Camille Waxer, VP of retail at CWG commented: 'Canary Wharf is one of the world's premier business districts, but there is a buzzing world between the office towers.'

Canary Wharf has more than 200 fully let shops, bars, cafes and restaurants including a number of leading brands such as ROKA, Zara, Waitrose Food and Home, Jamie's Italian, Myla, Reiss and Hugo Boss.

Future openings include Tiffany & Co, Aquascutum and the London flagship of restaurant Boisdale, which has plans for the 'greatest whisky bar on the planet'.

The team will be headed by Caroline Parrish, a director of the consultancy's marketing communication practice.

The Communication Group won the brief after a competitive pitch and was officially signed up last week.

The agency will concentrate on media relations and provide PR support for a number of future events and projects.

Canary Wharf's arts & events programme includes more than 100 events each year and more than 60 art works by 45 artists and designers is found throughout the estate, with further temporary art exhibitions. Some 20 per cent of the area is landscaped with more than 1,000 trees and 88 floral species.

More than 90,000 people work at Canary Wharf, with the population projected to double by 2025.

The Communication Group already represents a number of leading destination clients, including Mayfair and Belgravia for Grosvenor's London estate, Dubai and the Burlington Arcade.

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