Public Sector: Festival Hall sets out on retail drive

The South Bank Centre has kicked off a media campaign to promote the first-phase redevelopment of the Royal Festival Hall.

Branded 'Festival Riverside' it involves a £91m refurbishment that will make way for half a dozen retailers and give the RFH a makeover to appeal to a wider audience.

Branches of Wagamama and other eateries, such as Strada, will open next month on the site, along with Foyles bookshop and MDC Music and Movies.

The Ideas Network is running the two-month media push, targeting consumer, lifestyle and trade press, as well as local broadcasters such as BBC London.

The agency picked up the brief after a two-way pitch.

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