Covent Garden Market is aiming to lure more London shoppers with a PR
and advertising campaign through local agency Welbeck Golin/Harris
Communications.
GRE Properties, owner and manager of the market’s 50 retail units, chose
Welbeck following a three-way pitch last week.
The contract, which carries fees of pounds 100,000, will run for an
initial five months with the purpose of boosting business in the pre-
Christmas period.
Covent Garden Market, which was redeveloped from a fruit and vegetable
market into a wider retail centre in 1980, attracts around 12 million
visitors each year.
Around half of this figure is local visitors but GRE is keen to attract
more Londoners, particularly the 350,000 people who live and work within
15 minutes walk of the market.
The campaign will consist largely of media relations, although details
of the programme were still being finalised this week.
The 60-strong agency, which overlooks the Market, will also produce
advertisements to run in the Evening Standard and its Friday supplement
ES Magazine and on the London Underground.
Welbeck’s advertising division was established to produce business to
business advertising for clients.
