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Elephant
& Castle
The £1bn regeneration
of the Elephant and
Castle is one of the
largest redevelopment
schemes in the UK.
In addition to the
challenges expected
in any regeneration,
the Elephant &
Castle had an extra
hurdle to clear, the
failure of an earlier,
much celebrated, regeneration
plan.
Southwark Council
turned to Kallaway
for counsel and activity
to win support for
the new programme.
Kallaway worked with
Southwark to develop
a new brand identity,
strengthen relationships
with local media,
improve relationships
with the Elephant
& Castle community
and reengage developers
in the investment
potential of the area.
Regular local press
briefings kept journalists
informed and addressed
key issues. In meetings
with editors and journalists
in the commercial
sector, spokespeople
emphasised the investment
potential of the Elephant
& Castle. The
resulting coverage
explained the evolving
plans and illustrated
the Council’s
new approach
Kallaway initiated
an outreach and direct
communication programme
to local residents
explaining the plans
and asking for views.
The plans and three
month public consultation
were launched in a
three-day community
event involving musicians
and performers drawn
from the area’s
ethnic mix. Media
coverage was achieved
throughout the professional
press and across London.
Newsletters, direct
mailings and local
press adverts provided
further information
and encouraged people
to discuss the plans
with Council staff.
At the close of the
public consultation,
80 per cent of respondents
expressed their support
for the plans, providing
a platform for the
Council to move ahead
with the regeneration.
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"Kallaway’s
assistance in
helping to communicate
and promote
complex material
to a wide variety
of audiences
has been invaluable
and is a credit
to their ability
to work effectively
within a mixed
team."
Chris Horn,
Project Director,
Elephant &
Castle Development |
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"These
are serious
issues: namely
improving the
lot of those
who live and
work in the
area and bringing
investment to
Southwark, creating
jobs and raising
the general
standard of
living. The
plans set out
this week, which
will now be
consulted on,
could go some
way towards
making the Elephant
& Castle
just such a
place."
Southwark
News Leader
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