Regeneration of Bristol Harbourside
The brief
To communicate the vision to transform the run-down, former industrial and warehousing area of Canon’s Marsh into Bristol Harbourside – a mixed use thriving area where people could work, live and enjoy leisure time
To explain the vision at all stages of the development from preparation, through construction, marketing of properties and delivery of public realm.
To protect the reputation of Bristol as this highly sensitive, city centre site – the largest regeneration project at the time in Europe – took shape.
What we did
Our role began after planning approval had been secured, with Empica launching with a series of media interest stories on the archaeological digs taking place on site on behalf of developer Crest Nicholson. These media stories were of widespread historic and social interest, and focused on the ways the land had been used in the past.
Empica’s involvement continued throughout the build stage of the mixed use development as the offices, apartments and retail units were built. We supported the establishment of a marketing suite on site and brokered innovative sponsorship deals in and around the harbour, including a key messaging campaign using the city’s ferryboats.
Messages on Bristol being transformed into a major European city were also broadcast.
Our brief then expanded to include PR to launch the public art in the area with a trail, events around a whole host of milestones and the establishment of a public exhibition celebrating the history of the area.
The various phases of the Bristol Harbourside development were launched with innovative PR stunts, gaining regional and national coverage. Management of photography of the stunning waterside location was crucial to creating the right impression.
We also supported the promotion of commercial lettings, publicising the opportunities and celebrating the deals that were done.
Empica is proud to have been the only agency of any type to work on this 10 year project throughout its lifetime. In addition to ongoing PR, we also dealt with the inevitable incidents, accidents and other issues that arose during the 10 year period, providing a press office function and ongoing communications consultancy and reputation management support to the developers and other stakeholders.
The outcome
Bristol Harbourside is now an established and integral part of the Bristol scene with homes, restaurants, bars, an Ibis Hotel and businesses including the headquarters of world-renowned Hargreaves Lansdown. The waterside public domain areas have added significant value to the city and continue to act as a huge draw for residents, visitors and tourists.
We are delighted to have been entrusted to deliver and communicate the vision for this rare and special project.