We’ve defended our title for best Place or Nation Brand for the second year in a row. Our work with Heart of London Business Alliance for Leicester Square took home the top prize at this year’s Transform Awards.
Established in 2009, the Transform Awards has evolved into a celebration of the indispensable talent that exists within the branding sphere. Covering Asia-Pacific, the Middle East, North America and Europe, the Transform brand itself is truly global, with no other outlet as committed to providing such comprehensive coverage of the brand environment.
Leicester Square is an internationally renowned icon, with a quarter of a million people visiting the beating heart of London’s West End every day. However, when it discovered it faced stiff competition from neighbouring areas, the Heart of London Business Alliance focussed on a renewed place brand strategy.
Lantern was commissioned to deliver a brand strategy that would highlight Leicester Square’s credentials as an entertainment hub as well as its variety of unique attractions.
Research identified that although international audiences perceived the area as an attractive part of London, domestic tourists and Londoners saw it as a tourist saturated area – merely a gateway to the surrounding areas. The new brand, which judges called clear and characterful, cemented the icon’s reputation as the vibrant heart of the West End.
Thank you again to Emily, Mark, Keon and the rest of the team at Heart of London.