2012 Olympic Park retail complex in comms drive to attract international investment

A major retail complex currently in development around the Olympic Park is weighing up agencies to help it attract the investment of international corporates.

The International Quarter: will be by Olympic Park
The International Quarter: will be by Olympic Park

The International Quarter, currently under development by Lend Lease and London & Continental Railways, is planned to be a new centre of office accomodation sited on the 700-acre Olympic Park site based in the London Borough of Newham - one of the boroughs that has seen rioting this week.

The PR brief is to focus on filling the many office units currently under development.

Lend Lease, which is heading the pitch process, has been responsible for the development and construction of Bluewater Shopping Centre near Dartford and the Greenwich Peninsula.

The firm is looking for an agency to promote the development's office spaces to corporate end users. Four agencies are under consideration, including City agency FD.

A decision is expected to be made within the next two weeks.

The process has been held up by the appointment of Lend Lease's new marketing manager Elisia Gallone, who has joined from holding the same job at project management company Buro Four.

Gallone said: 'The programme will be targeted to corporate end users, before we hit any broader marketing to consumers.

'It would later on, in different phases, look at broader marketing such as consumer PR, but that won't necessarily be for the agency that wins this brief.'

FD corporate comms chairman Tony Danaher confirmed that his agency has already pitched.

The International Quarter is expected to generate about 30,000 jobs.

Despite the riots this week in the capital, the London Borough of Newham is later this month expecting to host Olympics test events such as basketball and BMX at the Olympic Park.

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