Community investment

Strategic report

Environment and community Customers and events

Customers

In recognition of their importance as the source of Howard de Walden’s income and vital contributors to the area’s character, public appeal and sense of community, we work hard to attract, nurture and support our customers through engagement, marketing and communications.

The digital activity of both our destination brand (Marylebone Village) and our healthcare brand (Harley Street Medical Area) has grown in scale and sophistication, particularly after pandemic restrictions forced a general shift online, with our social media channels passing 17,000 followers and our email newsletters and digital publications attracting strong engagement.

This year, a major focus of the Marylebone Village platforms was to encourage people back into shops and restaurants as restrictions eased. We ran three campaigns during the year – Meet Me in Marylebone in July, Merry Marylebone Christmas in November and December, and an official partnership with London Fashion Week’s City Wide Celebration in February. All of these involved dozens of retailers offering themed promotions and events, heavily supported with PR and digital activity. We also worked to bring journalists and influencers on visits to the area, with the aim of reaching a wider audience and encouraging people back to central London.

This year we were able to relaunch our two periodicals in a printed format; the Marylebone Journal, which promotes retail, restaurants and lifestyle, and Prognosis, which promotes healthcare. The hiatus in publishing the Marylebone Journal gave us the chance, in partnership with The Portman Estate, to redesign the magazine, tighten its focus on our customers, and change its print and distribution model to provide greater value for money.

We continued to engage with local community groups such as the Marylebone Association and began working closely with the newly formed Harley Street Business Improvement District (BID). We also relaunched our Marylebone Village Privilege card, offering local residents and businesses discounts and promotions across the village.

Events

Events have long been a major pillar of our marketing and engagement strategies. The pandemic restrictions and sense of uncertainty which prevailed at the start of the year meant that two of our major public events, the Marylebone Food Festival and the Marylebone Summer Festival, could not take place. However, an improved outlook allowed for the welcome return of the Marylebone Christmas Lights in November, which was greeted with considerable enthusiasm by the local community and raised much-needed funds for our charity partner, Mind Brent, Wandsworth and Westminster (Mind BWW), to support local mental-health initiatives. The event raised around £7,000 and we made an additional donation to bring the total to £20,000. We were also able to begin planning for the return of our other events in 2022, with the pause allowing for a strategic review of their form and function.

The year also saw the return of in-person forums for our retailer, resident and healthcare communities, at which Howard de Walden was able to provide updates on projects and future plans and give our valued customers the chance to regularly meet the team and share their ideas and concerns.

Light fantastic

November saw the welcome return of the Marylebone Christmas Lights, which was greeted with considerable enthusiasm by the local community.

Follow me The digital activity of both our destination brand (Marylebone Village) and our healthcare brand (Harley Street Medical Area) has grown in scale and sophistication, particularly after pandemic restrictions forced a general shift online, with our social media channels passing 17,000 followers.

£20,000

We raised much-needed funds for our charity partner, Mind BWW, to support local mental-health initiatives.

17,000+ FOLLOWERS

Back for good

This year, a major focus of the Marylebone Village platforms was on encouraging people back into shops and restaurants as restrictions eased.

Picture perfect

This year we were able to relaunch in a printed format our two periodicals, the Marylebone Journal, which promotes retail, restaurants and lifestyle, and Prognosis, which promotes healthcare.

Privilege We also relaunched our Marylebone Village Privilege card, offering local residents and businesses discounts and promotions across the village.