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MARKETING
MARKETING KINGSTON
Kingstonfirst are responsible for promoting not only the
Town Centre offer but also for raising Kingston’s profile
as a vibrant market town and destination – as well as
being the custodians of the new brand and The
visitkingston website and social channels.
MARKETING KINGSTON
New Town Centre destination brand
Updated website
Getting involved & marketing opportunities
A NEW TOWN CENTRE DESTINATION BRAND
Created a new brand logo for the Town Centre which will be
used on all our consumer marketing
Developed a strong symbol that identifies Kingston as a
leading destination
Positions the town to support inward prosperity and
investment
All communication consumer and corporate, internal and external as well as all town
centre branding.
A NEW TOWN CENTRE DESTINATION BRAND
About Kingston Town Centre. All consumer communications
and place branding.
About the Kingstonfirst. All business to business and
corporate communications.
A NEW TOWN CENTRE DESTINATION BRAND
20 million visitors
4th best performing retail centre in London & 14th best performing retail
centre in the UK
£500m inward investment secured for redevelopment
Audience demographic
Raises awareness, perception and consideration but also to relaunch an area
post regeneration
We’re proud of the town it’s time more people were encouraged to find out
what all the fuss is about
A NEW TOWN CENTRE DESTINATION BRAND
A NEW TOWN CENTRE DESTINATION BRAND
The new Kingston logo taps into
the heart of the town’s identity
Our collective signature
Instantly recognisable and iconic
symbol
Underpins Kingston’s reputation
as popular destination and one of
London’s liveliest boroughs
We encourage all Town Centre
partners to use the Kingston logo
on consumer marketing collateral
AN UPDATED WEBSITE
Redesigned and redeveloped the
website
Created more opportunities for
content and editorial from
partners
Improved the consumer journey
Hub for all things Kingston
HOW DO I GET INVOLVED?
Marketing planning meetings
Content & campaign activity
Measuring & monitoring
MARKETING PLANNING MEETINGS CONTENT & CAMPAIGN ACTIVITY
Collective ambition, separate responsibilities
Quarterly meetings
Widen the marketing group to ensure all business categories are represented
Widen the marketing group to include marketing representatives from head office
Improved planning, key dates, shared commercial learnings and town centre performance, greater visibility on lead times and critical path, what’s working and what’s not
Positioning the town’s breadth of offer through sharing content.
Participate in seasonal campaigns rolled out 4 times per year
Participate in targeted segmented campaign activity
Joined up Christmas activities
HOW DO I GET INVOLVED?
Channel Reach
Ow
ne
d M
ed
ia Website
www.visitkingston.co.uk
New consumer consumer facing
website editorially focused
5,400
Social Media Twitter
5,472
2,933
Email Small but growing database
1,000 Approx.
Bo
ug
ht
Me
dia
Outdoor 14 static JC Decaux Panels in key
Town Centre locations
Local Media Kingston Guardian, Surrey Comet,
Time & Leisure, Primary Times
100,500
Household Distribution Approximately 80,000 primary
catchment for key event activity
80,000
BID
Part
ne
rs Town Centre Distribution Leaflet distribution via partners
5,000
Top 20 Employers Employee engagement email to
Facilities and HR Managers
Partner Opportunities Working with key BID partners to
piggyback on marketing
opportunities and maximise reach
54,000
NEXT STEPS
Encourage use of the new brand logo
Check out the new website and send your content
Join, share and network
