Land Securities, the UK’s leading property company, asked us to create a buzz about its Victoria development, Cardinal Place, which would act to attract local residents and hundreds of thousands of office workers, as well as provide a springboard for wider PR activity.

In solving the challenge we took inspiration from the development’s namesake - the Cardinal butterfly. We brought in Liquid to help us create a long weekend of intense activity along the theme of transformation.

The Festival, dubbed the Cardinal Place Carnival, featured fashion, celebrity chefs, live music, kids’ art workshops, opera and theatre. A three month PR campaign drove awareness before the Festival, with coverage highlights including national press, London regional newspapers and magazines, plus live studio discussion on Jonathan Ross, shout outs on Capital and Heart radio stations all weekend and even star-billing at Visit London’s ‘Festival’ Month programme.

The campaign was a finalist in the UK Brand Experience Awards 2007, Best Overall PR Campaign.