In 2016, White City had an image problem. Stanhope were in the middle of building the capital's newest tech, innovation and cultural hub in the neighbourhood, but the general public's associations with the area tended to be the BBC, Westfield, or nothing at all.
The White Noise digital platform was a content-driven marketing project that engaged in authentic community placemaking over the course of two years to stitch the district back into everyone's virtual map of London – while also engaging existing inhabitants.
We employed a team of editorial specialists as opposed to commercial writers to bring a journalistic flavour to the project. In-depth interviews and old-fashioned reporting on local events combined with a printed map and newspaper to forge a new and progressive approach to property marketing.
The website's social channels achieved faster growth than any other comparable London-based property developments, growing over twice as fast as the median. The print edition gained strong support from a wide range of local groups, including QPR, Hammersmith and Fulham Council, and the Royal College of Art. White City today is known for its unique restaurants, diverse communities, and creative and scientific excellence.