Grayling was appointed to the brief to promote The Quarry in Erith, following a competitive pitch. The agency was appointed to L&Q’s Sales and Marketing Framework earlier this year, which meant it was able to bid for specific projects such as The Quarry.
The brief covers public relations, social media management and community engagement.
The development will include at least 600 new homes, a new primary school, a 3.25-hectare ecology area and other community facilities. The location is the old quarry in Erith, land that has remained unused and undeveloped for 40 years.
The appointment comes ahead of L&Qs proposed merger with East Thames Housing Group, expected in December. L&Q is one of the UK's biggest housing associations and one of London's largest residential developers, owning or managing more than 70,000 homes in London and south-east England.
Olivia Moss, marketing director at L&Q, said: "The Quarry, Erith is one of our flagship developments and we are pleased to have chosen Grayling to promote this project. The proposal they developed to respond to the brief was both comprehensive and innovative – we are very much looking forward to working with them to make this development a huge success."
PRWeek reported in July that L&Q and East Thames Housing Group were seeking PR agency support ahead of their proposed merger. Another housing association, The Hyde Group, was initially going to be included in the merger but later withdrew.