Wembley venues seek iconic return with Stream’s brand assistance

Integrated brand, marketing and communications agency, Stream, has been appointed by Wembley’s cluster of event venues to develop a brand and digital presence as part of plans to re-capture the area’s iconic status as London’s event capital. Yet to be unveiled, the new brand will represent a number of venues across Wembley Park – the new lifestyle destination developed around Wembley Stadium by Quintain Estates & Developments PLC, to provide outstanding entertainment, shopping, homes and public spaces for residents, delegates and visitors.

Venue partners for the branding project include the iconic Wembley Stadium and Wembley Arena; The Hilton London Wembley; The Drum at Brent Civic Centre; and The London Designer Outlet which opened late last year. The branding project also includes the development of a responsive website and booking platform to provide a one-stop-shop for event planners, including event listings and pages for exhibitions, filming, outdoor/activation, conferences and banqueting, a search and shortlisting tool, and venue guides to highlight the group offering as one of London’s most complete event destinations.

Adam Weatherby, destination marketing manager at Wembley, says of the project, “Wembley is an iconic brand name in its own right, but perceptions are of a site where there was nothing but the stadium and arena. With the development of Wembley Park, we now have 1200 hotel rooms, shops, restaurants and bars that complement the experience of being on site for an event, as well as an abundance of event spaces for all types of event requirements.”

Stuart Anderson, managing director at Stream, says of the branding project, “Wembley’s iconic destinations have captured the nation’s imagination across the generations. Our aim is to complement and enhance the Wembley experience for meetings and events planners and delegates, using digital platforms to demonstrate how easy Wembley is to get to, the wealth and variety of venue spaces on offer  – and that there is plenty to see and do that make Wembley London’s event capital.”