Qatari Diar Delancey – East Village products

Qatari Diar Delancey – East Village

A new way of London living

The London 2012 Athletes’ Village was seen as an integral part of the legacy, creating over 2,800 new homes in a desirable part of London. But unlike most developments, there was no way potential residents could get on site early. So how could the owners build up demand?

We were appointed as early as 2010 to tackle this very challenge. We developed a distinctive brand personality and a long-term campaign that focused on what the area could offer that other parts of London can’t: more time, more space, more choice.

We used this proposition across a range of marketing channels to create a strong sense of what the place would be like to live in. The campaign built momentum, and by the time of the Games, over 20,000 people had registered on the website we built to receive more information.