Camden Town Unlimited, the BID Company elected to develop Camden Town as the heart of London’s creative business sector is to launch a new marketing campaign that highlights the increasingly prominent role that the district plays in the Capital’s creative, leisure, cultural and tourism scene.

The £130,000 campaign created by Watermill London includes 48-sheet posters, tactical press advertising and a new website www.turninglondonon.com created by Delete. The integrated campaign features an iconic ‘On’ button and carries the URL of the new website. Its launch will coincide with the handover of the Cultural Olympiad on 25 September and will be supported by a programme of events in Camden designed to encourage Londoners to revisit a Camden experience that has changed for the better.

Camden Town is now emerging as home to many leading UK & International businesses: MTV, Y&R, ASOS, Getty, French Connection, Emap, Revlon, Arup attracted by some of the cheapest rents in central London and a thriving cultural and leisure environment that appeals to the creative industries. It’s central location and proximity to Kings Cross and St. Pancras mean that transport links across the capital and into Europe are first class.

Simon Pitkeathley, Chief Executive CTU comments,
“Camden has not burnt down. In fact it’s going from strength to strength. XYZ visitors from the UK and abroad visit Camden every year whilst almost XYZ come to work here every day – we take £ of every £ spent in the capital. It’s time to reappraise a district that holds all the ingredients to London’s cultural appeal – whether you’re a worker, a visitor, a resident, or a creative director or an aspiring rock star – nowhere is doing it right now like Camden Town.

It’s our job to make sure the continuing improvements we make on behalf of our member companies get the funding they deserve, don’t go unnoticed and are rewarded by people coming to experience what Camden has to offer. We thought the campaign was a good way to make that invitation public.”

Bertie Miller, Founding Partner Watermill London comments,
"We were delighted that Camden Council and Camden Town Unlimited are prepared to use such a bold and striking Campaign to brand Camden Town as London's On button. Strong Press and Posters communicate Camden Town is still very much standing and directing traffic to a new website that addresses Visitors, Businesses and Residents alike."

Cllr Keith Moffitt, Leader of Camden Council, said:
“Together with Camden Town Unlimited, we’re making sure one of the most vibrant, creative and exciting areas in London is firmly back on the map. This campaign will ensure the recovery fund from the London Development Agency benefits all traders, businesses and residents in the area for many years to come.”

Damon Mangos, Creative Director of Delete, said:
“The site needed to support the boldness of the campaign but give visitors a deeper insight into the wealth of exciting and vibrant experiences to be had in Camden. The site animates to life as neon lights traces the Camden Cityscape, reinforcing the notion that Camden Town is the heart of a new London. The calendar and map functions allows visitors to explore venues, shops, bars, restaurants and events to get a snap shot of what’s happening in Camden at any moment. This platform allows Camden Town to take ownership of the online experience of local and international visitors alike.”

For more information or interviews on:

Camden
Richard Lamballe on 07956 944972
Or e-mail Richard@smithandmonger.com

Watermill London
Jane Austin at Austin O'Brien
m: 07989 953 938
e:jane@austinobrien.co.uk

Delete
Karen Durham-Diggins at kddPR
t: +44 (0) 20 8989 2541
e: kdd@kdd-pr.com
m: +44 (0) 7808 584 624

Notes to Editors:

Agency Credits
Creative Watermill London
Web Design & Build Delete
PR Smith & Monger Specialist PR and Marketing Consultants Limited

Camden Town Unlimited (CTU) is a Business Improvement District (BID) company, appointed by the business community to improve the local environment. In 2006, over 80% of businesses in Camden Town voted in favour of forming a Business Improvement District (BID). This allowed CTU, as the BID management company, to apply a small compulsory levy on all eligible businesses within the BID area. Monies raised through this levy will be exclusively spent on projects designed to Cut Crime, Clean and Green and Celebrate and Promote, delivering sustainable and long term improvements to the business environment in Camden Town.

The campaign is part financed by a recovery fund to support traders affected by the Camden market fire on 9 February 2008. Camden Council administered £250,000 provided by the London Development Agency (LDA) for grants to traders directly affected and to benefit Camden Town as a whole.

Thirty-two traders have each received grants of £5,000 to help them back on their feet – totaling £160,000. The remaining £90,000 has gone towards the campaign as agreed with the LDA.

Published on: 12:00AM on 25th September 2008