The Challenge
Formed in 2012, the London Legacy Development Corporation’s purpose is to use the once-in-a-lifetime opportunity of the London 2012 Games and the creation of Queen Elizabeth Olympic Park to develop a dynamic new heart for east London, creating opportunities for local people and driving innovation and growth in London and the UK.
London Legacy use London Calling to spread this message and for each season they produce a magazine called The Park that details all the news and events at the Queen Elizabeth Olympic Park. This magazine is a fantastic resource used to connect the Olympic Park with locals, businesses, surrounding London Boroughs and tourists.
Key target audiences for The Park magazine include:
Locals to the Olympic Park (Stratford, City of London)
Business and Corporations interested in development opportunities in the Olympic Park area
Tourists
Families
Young people interested in live music and arts events
The Strategy
In order to combat the wide range of target audiences for The Park magazine we distributed materials across a variety of our network runs.
City Culture primarily focuses on the EC1 postcode and is
Contemporary Culture + Museums and Heritage
Families
Contemporary Tourist
The Results
Part of a regular distribution plan for each season
Venues visited across a 4 week period
Top pick-up venues on City Culture include: