Camden is launching an advertising drive in a bid to develop and establish the district as the heart of London’s creative business sector.
Camden Town Unlimited, the Business Improvement District (BID) company behind developing the strategy, has appointed Watermill London to create an outdoor and tactical press campaign, and digital agency Delete to develop its website.
It aims to highlight the increasingly prominent role that the district plays in the capital’s creative, leisure, cultural and tourism scene.
Companies based inCamden include Viacom-owned MTV, RKCR/Y&R, retailers ASOS and French Connection and beautybrand Revlon.
The integrated campaign features an “On” button, and carries the URL of the new website.
Its launch will coincide with the handover ofthe Cultural Olympiad on September 25, and it will be supported by a programmeof events in the district designed to encourage Londoners to revisit a Camden experience that has “changed for the better”.
Camden Town Unlimited was appointed by Camden’s business community in order to improve the district as a place to work, live and visit.
Its mandate was secured following a postal ballotin February 2006, whereover 80% of businessesvoted in favour of the regeneration body.
Funds have been raisedby a small, compulsory levy on businesses in the area, which goes towards projects designed to promote Camden Town, as well as cut crime and litter.
The campaign is part-financed by a recovery fund to support traders affected by the Camden Market fire in February this year.