Challenge
Covent Garden is one of the world’s most recognisable shopping, dining, and entertainment destinations. It attracts a uniquely broad audience – from local office workers to international visitors – and hosts dozens of independent businesses alongside global luxury brands.
The challenge was clear:
- Cut through choice in a highly competitive London leisure market
- Keep the brand culturally relevant and front of mind
- Drive measurable digital engagement that translates into footfall and spend
- Coordinate activity across a complex mix of tenants, events and audiences
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Objectives
- Increase digital engagement as a proxy for footfall and loyalty
- Support both everyday trading and peak seasonal moments
- Balance global brand consistency with local individuality
- Work across channels without fragmenting the experience
Approach
We embedded an integrated Equator team across strategy, planning, creative, content, search, social, and email. We worked shoulder-to-shoulder with the Covent Garden marketing team and coordinated activity across:
- Global luxury brands such as Ralph Lauren and Tiffany
- Independent retailers, bars and restaurants
- Seasonal events, festivals and one-off performances
The strategy was structured around two complementary streams:
- Always-on activity to sustain awareness, grow audiences and maintain engagement
- Campaign-led activity to amplify key moments such as Christmas, Easter and live events
Solution
Our joined-up approach focused on making Covent Garden feel relevant, vibrant and worth the visit, every day. This included:
- Content strategies designed to showcase what’s new, distinctive and time-sensitive
- Paid, organic and owned channels working together rather than in silos
- Social and email used to build anticipation and repeat engagement
- Search and content aligned to discovery behaviours and intent
Rather than forcing artificial conversion metrics, we focused on the KPI that matters most in destination marketing – sustained digital engagement that drives physical visits.
Results
- Expanded and diversified Covent Garden’s digital audience
- Increased engagement across social, content and campaign activity
- Supported footfall growth and increased on-site spend
- Strengthened visitor loyalty through consistent, joined-up storytelling