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Online campaign succeeds for London Bridge Tower

19 Nov 2003

The London Bridge Tower project, was recently granted planning permission after a lengthy process of planning, consultation & campaigning.

The London Bridge Tower project, a development by Sellar Property Group, was recently granted planning permission after a lengthy process of planning, consultation & campaigning.

Interactive Bureau, worked closely with Sellar Property Group in the evolutionary development of the London Bridge Tower Web site to design its online communications to match each phase of the process to date.

In addition to the information provided, the site had interactive functionality specifically to encourage support for the campaign for planning permission. Interactive Bureau included voting, registration and email facilities, which though simple in themselves, have been tremendously effective in gaining the support desired and meeting the clients goal.

Registration
The registration facility allowed interested parties to provide their details as either: Journalist, Professional or Public and consent to updates from Sellar Property informing them of progress and encouraging them to talk positively to others about the proposal. This in turn, we believe, seeded discussions on a number of forums, initiating an exponential growth of interest.

Those registered received the press release prior to mass media coverage by Reuters, BBC, Telegraph, Guardian et al.

Email message of support
A key part of the campaign was the provision of the facility for registered users to email their opinion and comment to the Office of the Deputy Prime Minister (pre and post inquiry) and the Head of the Planning Inspectorate during the inquiry.

Hundreds of messages of support were sent directly to the decision-makers concerned.

An independent review of the site by Web-user, The UK's best selling internet magazine said:

"As Londons skyline rises you now have a chance to see what's springing up... If you are keen to see what the new London Bridge Tower will look like, then check out this site devoted to the controversial 1016ft building. The £600m development, that's become known as the Shard of Glass, has been called everything from a masterpiece to a blight on the London skyline. The site works hard to get you onside with a mass of information about the building and the rationale behind the controversial design. The navigation bar across the top answers all the obvious questions you might have about the new building - how it will affect the environment, what the building will be used for, project timeline and so on. There are also fantastic mock-up photos of the Tower in-situ and some great aerial shots of the capital. Even if you don't care a jot about the building these photos are well worth a look. This site is incredibly well designed with great photos and interesting inside information."

Note to Editors:
For further information contact:
Mark Everest, Project Director Interactive Bureau - 020 7278 4352

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