Branding Camden

Watermill London has created this new marketing campaign for Camden Town, which aims to reassert the borough as a destination for international business and shopping, and put paid to the impression that it has “burnt down”.

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Watermill London has created this new marketing campaign for Camden Town, which aims to reassert the borough as a destination for international business and shopping, and put paid to the impression that it has “burnt down”.

“The campaign came about after the fire,” says Bertie Miller, founding partner of Watermill London. “The media story went out that Camden Town was burning down, but really only Amy Winehouse’s pub burnt down, and some of the market stores. At the time the Mayor of London made some funds available to alleviate the loss to the storeholders, and also some money for press and PR. We then expanded the message that Camden Town hasn’t burnt down into ‘did you know that it’s a fabulous place for shopping, music etc?’. It’s being presented as a new creative quarter to rival Soho and Clerkenwell.”

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The press and poster campaign takes a simple and eye-catching approach by utilising the universal ‘on’ icon to emphasise, as Miller explains, “that everything starts from Camden”. The ads then drive people to a website, designed by Delete, that contains information on Camden’s business and leisure possibilities. “We went in with very bold advertising in press and poster,” says Miller, “and have the website as the legacy. We can then build on the ‘on’ button in the future.”

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