Introduction

We worked with ANM Communications on behalf of Bloomberg LP to create a complimentary Wimbledon Screening at the heart of the Cities Square Mile. As part of its commitment to London, Bloomberg chose to reopen this lost portion of a Roman Road, Watling Street, breathing new life into the City and putting it’s nine independent restaurants and public art on the map. With a pedestrianised haven, We Are Placemaking supported the arcades economic growth by continually creating a vibrant destination for those who work, visit or live there near by.

Challenge

The challenge was to drive footfall and dwell time to the area and encourage local business employees to attend, showing what the area and its local partners has to offer. We were tasked to produce engaging content to position Bloomberg Arcade as a site for local businesses, tourists and general public to visit more often.

Delivery

 Bloomberg Arcade received a Wimbledon take over including an large double sided screen seen from both sides of the arcade and from the office building. Fitted with artificial grass and comfy black bean bags and director chairs for an inviting seating area, we match this to look slick within the arcade’s already beautiful setting. The screen was cladded with matching artificial grass for a seamless continuation and built large enough to make an impactful statement piece in the middle of the thoroughfare to attract attention. We featured Bloomberg Arcade’s content and looped this continually when the screenings were not showing. This was to create awareness and encourage visitors to watch the tennis in this location, with the local restaurants providing food for visitors to enjoy while watching the finals.

Results

Engagement from local restaurants, showcasing what is on offer in the area and encouraging repeat visits. Increased visitors numbers to the arcade from the screening in 2018. With an estimated number of visitors over the 4 days in excess of approx.. 700 people, while driving awareness of Bloomberg Arcade as a destination to visit not only during the week but also over the weekend.