The instruction focused on resetting the delivery of marketing and events activity across the estate. Activate undertook a review of previous activity, assessing both effectiveness and the level of resource required. This analysis identified opportunities to improve efficiency and reduce costs without compromising output. 

Reconnecting the estate with the local community was established as a key priority, alongside increasing on-site marketing resource and creating stronger content and collaboration opportunities with occupiers. 

Supported by a new delivery model, Activate developed a revised annual marketing plan that achieved a 20% reduction in spend compared with the previous year, while simultaneously increasing investment across events, digital activity, campaigns, and community engagement.