Challenge
Covent Garden is one of the world’s most iconic destinations for shopping, dining, and entertainment. Its audience is uniquely diverse, ranging from local regulars to international visitors, and its offerings include global luxury brands alongside independent businesses. The challenge was to create marketing that stood out amid many options, reminded people of what Covent Garden represents, showcased new attractions, and ultimately increased footfall. Traditional conversion metrics were hard to define, so success depended on sustained digital engagement that led to visits and spending.
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Solution
Equator started with a targeted paid social campaign.
Its success led to a deeper partnership and increased responsibility for a fully integrated brand and content strategy. The focus was on consistency, coordination, and maintaining momentum across always-on activities and seasonal campaigns.
- Defined an integrated digital strategy focused on engagement as the primary KPI
- Built a cross-functional team spanning strategy, planning, creative, content, search, social, and email
- Worked as an extension of the Covent Garden marketing team
- Coordinated activity across global brands and independent retailers
- Delivered an always-on programme to grow audiences, followers, and subscribers
- Designed campaign-led activity to support festivals, performances, and seasonal moments
- Ensured messaging stayed fresh, relevant, and distinctive across channels
Results
- Increased digital engagement across owned and paid channels
- Expanded audience reach and improved brand effectiveness
- Tangible contribution to increased footfall, visitor loyalty, and turnover
- Strong alignment between digital activity and on-the-ground experience
Outcome
Covent Garden now benefits from a cohesive, digital-led marketing engine that brings the destination to life every day and during key moments. The integrated approach ensures global brands and independents work together seamlessly, fostering ongoing engagement that leads to visits, spending, and long-term loyalty
