Shaftesbury is the largest landlord in Seven Dials, which lies between Covent Garden and Soho, with holdings of £218m. It has been behind similar campaigns for Carnaby Street and Chinatown and has appointed Frank PR to handle the account.
Frank MD Nadia Gabbie said it will attract media with a series of unique events that lie outside the ‘traditional street festival marketing route’.
Frank PR will work with local businesses – including retailers Urban Outfitters, Koh Samui and Mathmos; the Mountbatten and Covent Garden hotels; and bars, restaurants and theatres.
It will target a range of London media, including fashion titles, listings and ‘what’s hot’ sections.
The campaign will position Seven Dials as a travel destination and a microcosm of London through Visit London, key European titles, and transit media such as in-flight magazines.