The PR brief focuses on changing public perceptions of Wembley and transforming it into a leisure destination rather than a place to visit for one-off events.
The conference and exhibition centre is due to be demolished. A massive development will be built in its place and in the surrounding 56-acre area.
It is not yet known if the three-year contract will be held by one agency or several, and its value has yet to be established.
‘[The brief involves] promoting our facilities to consumers and building awareness of the different facilities to the different markets,’ said Wembley London director of sales and marketing Peter Tudor. ‘It also means changing the expectations of visitors to Wembley. There is not much around here at the moment, but after the development is completed there will be restaurants and bars, and people coming to concerts will not have to rush away.’
Wembley London’s PR is currently handled by Clareville Communications, which runs business-to-business comms for the conference centre, and Hyperactive Publicity, which manages PR for Wembley Arena. Both agencies will continue with these contracts.
Drawn up by Richard Rogers, the proposals were handed to planners at the London Borough of Brent in October last year and will be reviewed by the council’s planning committee in April.
Included in plans to revamp the area are a central square, similar in scale to Leicester Square, and a car-free zone called the Wembley Park Boulevard, which planners say will have an atmosphere akin to that of Covent Garden in central London.
New homes will also be included, a major chunk of them affordable housing. Offices, shops, bars and restaurants complete the scheme, which will have the upgraded arena and the new, £757m
national stadium as its central features.
It is estimated that eight million people will visit the new site annually after its completion, which is due in ten years’ time.
The scheme is being bankrolled by Wembley London owner Quintain Estates, which is also developing the land next to the Millennium Dome.